Ben & Jerry's
Ben & Jerry’s and Tony’s Chocolonely join forces in their mission to end modern slavery in the chocolate industry
By partnering with Tony’s Chocolonely, Ben & Jerry’s aimed to inspire people by showing that your favourite desserts can come from a sustainable and transparent supply chain. With inspiration in mind, the brands came to the platform people use to discover new ideas, Pinterest.
Ben & Jerry’s and Tony Chocoloney, two impact companies, who want to inspire people to do good. For “A Chocolatey Love A-Fair” campaign, they went to the platform they see as the place people open for new things and to get inspired: Pinterest.
Ben & Jerry’s have always been committed to making the best possible ice cream in the nicest possible way. And now they are the first ice cream company taking the next big step by joining forces with Tony’s Chocolonely’s and their mission to end modern slavery in the chocolate industry. With this message in mind, Pinterest is a great platform for the brand to inspire, educate and engage on.
People on Pinterest have sustainability in mind. 56% of people on Pinterest want digital platforms to help them discover and connect with eco-friendly brands.1 Ben & Jerry’s could reach the right audience for this message with a multi-objective Pinterest campaign. Their strategy focused on awareness and consideration set out to drive interest and sales in the product.
57%
higher engagement rate, compared to Benelux CPG benchmarks2
52%
increase in Pin awareness2
11%
increase in campaign awareness2
“
It’s vital that brands adapt and adjust their approach to the platform. Partnering with Pinterest, we found the perfect balance of media, creative and campaign strategy to deliver results for Ben & Jerry’s.”
Rutger Wiltvank
Social Advertising Specialist, GroupM Nexus
The sweet spot: Mixing creative and media strategy
Ben & Jerry’s partnered with agencies Mindshare and GroupM Nexus to craft a full Pinterest plan including a range of creatives and using multiple ad formats like: video, max-width video, carousel and static ads. Pinterest campaigns that use two or more ad formats are 5x more likely to achieve incremental sales.3
The diverse mix of assets followed Pinterest best practices, showcasing the delicious treat while also sharing the sustainable messaging and delivering brand lift. Ben & Jerry’s found their sweet spot on Pinterest. People exposed to their ads 1-2 per week measured the highest brand lift.2
"To celebrate our commitment and to educate our fans how sweet sourcing cocoa is through Tony's Open Chain, we launched two new Ice Cream flavours. With this Pinterest campaign, we were able to reach an audience who could get inspired by our delicious Ice Cream; ‘A Chocolatey Love A-Fair’ and with that also get to know our commitment to end modern slavery and child labour in the chocolate industry following Tony’s Chocolonely mission.”
Serea Verkerk
Brand Manager & Media and Digital Lead, Ben & Jerry's
It’s no surprise, the top performing ads from this campaign featured the new ice cream flavour. Overall, Ben & Jerry’s saw a 51.9% increase in Pin awareness and an 11% increase in campaign awareness.2
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Be creative. Don’t be afraid to use multiple creatives and different strategies and campaign objectives.
The best campaigns find the right balance of the media, creative and campaign strategies.
Not every campaign should have the same goal so be able to adapt and adjust the strategy to the platform.