Through our research we found that teens were now turning to digital to seek advice about how to make a move on someone they fancied. We used Internet sensation, Ben Phillips, who is known for his witty and humorous pranks with his friend Elliot, to show that it is easy to 'Break the Ice' when you give someone a Cornetto. We carefully directed the content together with Ben to ensure it fit his tone of voice, and also used his humour to remove the social pressures of 'breaking the ice' with someone you fancy showing the audience it's not as hard as they think. We got Ben to set some 'Break the Ice' challenges for his brother, which unfolded over a number of 'snaps' to have some hilarious successes and failures.

Since we wanted to launch this campaign around Christmas - we chose to shoot at a Christmas pop-up event called Winterville - which is a popular teen location. Since content created on Snapchat is only live and available for 24hrs, and the Cornetto snapchat page had zero followers to start with, we had to use smart promotional creative to introduce the content we were going to make with Ben Phillips to encourage teens to add the Cornetto channel (by uploading a screenshot of their snapcode or manually adding the brands username) within a day either side of the production shoot. The main promotion of this campaign came through posts on Facebook, Instagram and Twitter from Ben Phillips channels, as well as promoted posts through the brands channels. We also used some media partners to create advertorial content about this activation as well.

This project achieved over 4.6 total impressions, 1.6m total views of the content and over 550K views on the videos on Snapchat. Over 26K friends added the Cornetto page over the 48hours and this number continues to grow. Overall we reached over 80% of the UK teenage population with this activation. The levels of engagement were unprecedented with over 78% of the audience watched all 24 videos that we produced in this story (totalling 3 mins 44 secs) - proving that if you make relevant and authentic content people will chose to watch all of it. We also had over 4,000 replies to the brand channel about this content saying how much they loved the story, and even some teenagers saying they have gone and bought the product in the winter to give it to someone they fancy!