#Secretsofa

#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.

Client

General Mills

Partner

Secret Cinema

Sector

Food & Drink

Platforms

 

3

Impressions

10

Awards

200

Sales lift

450

Actions

18.9

TikTok ER

4

Social SOV

The plan

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.