Client: Häagen-Dazs Shops International

Project: Global website & social media strategy

Brief:

Häagen-Dazs Shops International commissioned us to create an online brand presence which would do more than just present product information to their consumers. They asked us to help create a digital extension to the social aspect of their global café network, creating a digital space for the brand to market the experience in a social way.

Insight:

The target consumer is stylish, late twenties, with an appreciation of premium experiences.

Solution:

Our strategy was based around harnessing the power of social media and SEO to create a website with exponential reach. We targeted content specifically to the profile of the Häagen-Dazs consumer and engaged professional bloggers to write regular articles on relevant lifestyle topics which would complement the brand. The site provides up to date, relevant and engaging content, designed to provide useful information to the consumer, all delivered via a stylish website and various social media platforms. Site functionality includes geographically driven multi-language views, store search engine and a simple HTML content management system that delivers rich media page views.

Result:

The website not only delivers engaging content, but also provides a single point of promotion for the brand and its 650 global shops. Since launching in the UK in 2010, a global roll-out programme has commenced, whereby the website template is translated and adapted for all markets, to provide local information within a global format. Already adopted by Singapore, Italy and South Africa, the site will go live in 50 countries over the next two years.

At a glance:

Sector:

Food & Drink

Project:

Digital