To help fans get over the fact the cast of GIRLS was leaving them, we created GIRLS Break Up Ice Cream. These specially designed ice cream flavors with suitably bleak names were delivered to fans’ homes via our custom sad ice cream truck in time for the final episode.

On the back of the packaging we included something to make sure the fans didn’t break up with NEON: a list of shows on our platform that would help them get over the end of GIRLS, and prevent them from cancelling their subscription.

As the final show was made available on our platform on April 23, 2017, we launched social, radio and outdoor ads informing people that GIRLS Break Up Ice Cream was now available to help people get through the pain of the season ending. We then directed fans to our facebook page where we could interact with them and engage in more conversation about their pain at the show ending. Here we also mined their locations, where we then delivered the ice cream via our highly visible sad ice cream truck throughout inner Auckland as people were settling in to watch the show.

Girls Break Up Ice Cream was created with a cost of around $10 per item, with approx. $30k for the whole campaign. In the past we had tried to retain customers by offering a free month, which is worth $15 a month, but had limited long term success. By creating our Break Up Ice Cream we managed to retain 92% of customers, a far higher rate than when similar high profile shows have ended, at a lower cost to the previous method.