In Indonesia, a plethora of local dessert options are preferred over ice cream.

We decided that the best way to introduce ice cream at home is to pair it with local desserts by creating new recipes for families to try. And we did that by combining two things everyone loves – Ice cream & stories.

Wall’s Scoops of Happiness is an interactive YouTube ice cream world inspired by 15 classic fairy tales. Every story is an irresistible recipe; and every recipe, a delicious story you can taste.

At the end of each story recipe, users can download the recipe.

The entire campaign was designed to be an interactive experience for YouTube. Our research showed that mothers were logging online to look for recipe ideas on YouTube. So we the concept and the strategy from the beginning was focused on creating content that would appeal to mothers and kids. The campaign was also supported with TV tags asking people to log on to YouTube to get a taste of the campaign.

By mixing ice cream with the world’s most favourite stories, Wall’s Scoops of Happiness created story recipes that allow families with children to feed their imaginations along with their cravings for ice cream. The interactive YouTube channel is a social platform for parents and children to bond over simple, fun ice-cream recipes.

To get a taste of the entire campaign, visit www.youtube.com/scoopsofhappiness

The campaign was launched in last week of April 2013 and hence some of the results are not provided.