In the Summer of 2016, as a counterpoint to growing election year tensions, I led the development of a campaign to spread sweetness across America in the name of Baskin-Robbins® ice cream. Make America Sweet Again was designed to generate engagement with a national audience of families, drive awareness of Baskin-Robbins’ new line of grocery store products and bring some much needed smiles to faces across the country.
We designed and developed a campaign microsite, which featured the “Make America Sweet Again“ campaign platform and was centered around a sweepstakes encouraging people to take part in random acts of sweetness to win a year’s supply of free ice cream.
We purchased a classic ice cream cart, restored it, and set out to put smiles on faces. Our "Sweet Team" travelled around the city, brightening days with the gift of surprise ice cream. We captured authentic reactions and moments of joy of film, which was compiled into campaign photos and video content that we shared out on a weekly basis via Baskin-Robbins' social channels.
The results were sweet, indeed: Over the five-week campaign, we drove over 5.5 million impressions and just over 1.1 million engagements at a record-shattering $0.04 CPE. On top of that, I believe there is true value in the interactions we created; the kind acts and deep engagement (handwritten notes, handmade gifts, etc.) show that a brand can be a source of positivity, encouragement and overall goodwill.