Our brief was to engage and drive continued loyalty amongst existing Iceland consumers,
increase awareness and change perceptions amongst non-believers in frozen and
increase market share and drive sales.
We did this by educating audiences about the forward-thinking benefits of frozen with proactive rich media content showing off the range and quality of Iceland’s food that is fuelled by #poweroffrozen.
We demonstrated that Iceland is current and forward-thinking and pushes the boundaries by reacting to online conversation and trends through always-on community management and innovative use of new platforms and functionalities.
And finally, we showed-off the brand’s new direction through a fresh, bold and continually engaging tone of voice, dominating and owning brand-led conversations through #Poweroffrozen
X1 DADI 2017
X2 UK SOCIAL MEDIA C COMMUNICATIONS AWARDS 2017
X2 UK CONTENT AWARDS 2018
- Total social impressions of 284,339,506
- Market Share increased by 0.2%, from 2.0-2.2% between March 2016- June 2017 (Kantar)
- Grew existing social following by 15% across all channels
- Social media endorsements from influencers and media relevant to our target audience such as BBC news, Sky News, Capital FM, Heart Radio, TalkSport and YouTube stars
- Positive endorsements from the target audience, indicating an intent to change shopping habits