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Häagen-Dazs

#SecretSofa

Launched within three weeks of the 1st UK nationwide Covid-19 lockdown, the #HaagIndoors campaign aligned to the Secret Cinema partnership was designed to create a new ‘cultural moment’ with Secret Sofa by Häagen-Dazs, as a virtual immersive experience into living rooms in Britain during the heart of the pandemic. Both uniting and recruiting a community of film lovers together every Friday evening at 7:30pm for eight weeks between April and June of lockdown, to enjoy the most well-loved Secret Cinema productions as a weekly in-home screening with a bespoke Häagen-Dazs flavor pairing for each week’s film, enabled by their Amazon Prime Now partnership. The social content campaign, managed by global influencer marketing agency TAKUMI, was Häagen-Dazs’s longest and first multi-platform influencer marketing amplification delivering its highest ever Instagram engagement in the UK, and also a global debut for the brand on social media platform TikTok.

CLIENT
General Mills
CATEGORY
Food & Drink
Platform
TikTok & Instagram
Partners
Secret Cinema

What We Did

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Impressions
3M+
Awards
10
Sales lift
200%
Actions
450,000
TikTok ER
18.9%
Social SOV
4X