A social media case study showing a successful campaign to increase customer engagement for FMCG brand Häagen-Dazs, delivered by social media agency Qube Media.

1. General Mills: Häagen-Dazs
FMCG social media campaign case study
Increasing customer engagement

2. CHALLENGE
Häagen-Dazs wanted to increase
customer engagement on their UK
Facebook page and build awareness and
bookings for the new Boudoir campaign
through word-of-mouth

3. BACKGROUND
The Boudoir
The Boudoir was an exclusive real-
life ‘pop-up club’ led by Cat Deeley,
developed by Häagen-Dazs as part
of the ‘It’s girls time’ campaign to
promote the new Mini-Cups
product.
During the campaign fans could
book a slot in The Boudoir for a
great night out with the girls where
they would meet celebrities,
fashion experts, DJs and of course
eat Häagen-Dazs.

4. WHAT WE DID
Our strategy for this campaign was to
place The Boudoir experience in the
context of an online community with a
purpose: ‘to enhance your girls time’
www.facebook.com/haagendazs
We were social media partner to:

5. WHAT WE DID
Integrating social media with
the wider campaign was
fundamental to success – it
couldn’t be just an add-on.
We developed a social strategy
which brought interactive
content to the forefront,
within a multi-agency setup.

6. WHAT WE DID
We planned agile Facebook apps designed to evolve
as the campaign developed, working alongside the US
team to ensure activity met global brand guidelines

7. WHAT WE DID
To generate word-of-mouth we brought the exclusive
Boudoir experience to a wider audience online. Drawing
on activity in The Boudoir, content was primarily focused
on how the community could enhance ‘your girls time’

8. WHAT WE DID
We used real-time data analysis and insight to
optimise community engagement every day. We
looked at what worked and how we could replicate it

9. WHAT WE DID
We coordinated tactical FB advertising with HD’s media
agency based on real-time activity in the community to
generate maximum page likes, engagement & bookings

10. WHAT WE DID
We generated bookings to The Boudoir by monitoring
and connecting with brand advocates on social media

11. IMPACT
We exceeded ALL our targets for the campaign
Launch (Qube activity started)
Engaged customers
• For example, we increased customer engagement on
Facebook for Häagen-Dazs by over 400% in the first month
• The percentage of fans engaging increased by 324%

12. IMPACT
In conclusion…
We took the above-the-line and PR campaign and
developed an engaging and sharable story in social
media. We helped ensure a fully booked Boudoir and
transformed the HD Facebook page into an active,
exciting brand space.
Häagen-Dazs went on to commission Qube to
undertake ongoing monitoring and deliver monthly
strategy advice and ideas to develop the brand
in social media.

13. Qube Media
A leading social media agency with a focus on the
consumer market
Contact us if you would like to understand the new
marketing landscape and to discuss how we can
help grow your business
+44 1273 689 672
hello@qubemedia.net
www.qubemedia.net