Häagen-Dazs and Secret Cinema collaborate for multi-platform campaign

The campaign was run by influencer marketing agency TAKUMI, and took place over eight weeks.

three people's silhouettes watching an outdoor movie screen

Häagen-Dazs has seen an increase in ecommerce sales and a rise in brand consideration after its #HaagIndoors campaign.

The multi-platform influencer campaign, ‘Secret Sofa by Häagen-Dazs’, was run by marketing agency TAKUMI. The General Mills ice-cream brand partnered with entertainment company Secret Cinema to create an at-home immersive cinema experience.

The campaign saw Secret Cinema bring one of its past productions to its audience every Friday evening at 7:30pm for eight weeks of lockdown. The screening was accompanied by a bespoke Häagen-Dazs flavour match for the film, enabled by their Amazon Prime Now partnership. 

TAKUMI activated 24 influencers across Instagram and TikTok, who produced content every week in alignment with the chosen film and the corresponding flavour. 

Mary Keane-Dawson, Group CEO at TAKUMI, said: “Throughout the COVID-19 crisis, we’ve been amazed at the agility and creativity of our influencers despite international restrictions on movement, and the #Haagindoors campaign for Secret Sofa is a shining example of this.”

Newsletters were sent weekly, revealing the film of the week and how to access it. Recipients of the newsletter also received a weekly code to order the Häagen-Dazs flavour of the week delivered by Amazon Prime Now.

Häagen-Dazs collaborated with Sipsmith Gin to create the ‘Caramel Royale’, a Salted Caramel ice-cream paired with Dry Gin, for the screening of Casino Royale.

Other pairings included Piper-Heidsieck Champagne and the Häagen-Dazs Gelato range, creating two opposing Romeo and Juliet-inspired ‘House Serves’ combinations. For the screening of Ghostbusters cola, Jack Daniel’s and vanilla ice-cream were combined to create an 80s-style cola float. 

Over the eight weeks, almost three million content views were achieved, and more than 450,000 actions were generated. Engagement rates of 18.9% and 4.15% were reached on TikTok and Instagram respectively.

Häagen-Dazs also saw week-on-week unit sales on Amazon Prime Now nearly double over the course of the campaign. 

Arjoon Bose, Europe-Australasia marketing head of culture and brand experience at General Mills, said the campaign had aimed to “bring little moments of upliftment” to people dealing with lockdown. “It allowed us to create this new weekly communal experience at a point in time when people were craving comfort and cheer,” he added.

Amy Farrant, marketing director at Secret Cinema, said: “The Secret Sofa Häagen-Dazs campaign allowed us to maintain an intimate and meaningful relationship with our existing audience, as well as attracting new fans into the Secret Cinema family working brilliantly in association with #HaagIndoors.

“We created the perfect outlet for lockdown boredom; allowing us to spread some joy, when people needed it the most. We were amazed with the level of engagement and audience participation; and thrilled to win Time Out’s Time In ‘Lockdown Champion Award’ in the Arts and Entertainment Saviours section for the best virtual film club.”

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