Wall’s Ice Cream has recently launched Wall’s Blast, their new ice cream product that is meant to send consumers’ tastebuds to another dimension with its various flavors, layers and textures giving those who would have it an enjoyable experience in every bite. Ranging from its chocolate coating, down to its wafer balls that gives that crunchy texture, and a salted caramel ice cream infused with gooey caramel sauce inside, this new product definitely sets the bar high for a unique snacking experience. Consequently, it’s expected to be a big hit amongst Thai ice cream lovers.

Having Thai teens and young adults as its audience, we know we need to make the launch as impactful as ever with the objective of making it stand out amidst the clutter of various ads and distraction, they encounter in their day to day lives. We knew we needed to catch their attention quickly and deliver entertainment and authenticity in our message before they get a chance to move on to the next ‘trendy’ thing.

What better way to catch them than to make sure we use the right channels and right people that our audience look up to, especially the top influencers in the country. Just like Wall’s Blast ice cream – our launch needs to be flavorful, interesting and one that will keep them coming back for more.

The brand wanted to move away from the good old product reviews with influencers and wanted to provide them with creative freedom to take the brand’s brief their own way.

This thought gave birth to the concept of “Brief Battle” in which we let influencers attend a briefing session with the Wall’s marketing team to introduce Wall’s Blast.

THE TWIST? Apart from doing it live online, the chosen influencers don’t get to write down notes - they can only listen to the brief while tasting the actual product. This challenges them to pay good attention and match what they’re listening to what they’re experiencing while trying the product. It becomes more exciting as they need to pass their ‘knowledge’ to other co-influencers which then need to pass it to another batch of influencers. Similar to the popular ‘whisper game’, the information being passed on becomes different, more flavorful, and interesting.

A simple yet important message needs to be delivered: “There’s a new ice cream in town – it’s called Wall’s Blast which is a multi-layered ice-cream with chocolate coating, gooey caramel sauce, wafer balls and salted caramel ice cream. This product is available in 7-11 for only 25 THB.”

We tapped in the power of the influencer community to deliver different content based on this simple message. As we allowed them to interpret, pass on, and make their content entertaining, it brought a real sense of connection and authenticity within the network of content creators.

We started off the challenge with the food review influencers and webbed into their networks. With the fun nature of the campaign activity, it even draws the attention of food review sites and consumers who would commend the brand for such a creative and people-centric approach to introducing a new brand.

The campaign received a resounding success, delivering impressive results throughout. Hundreds of positive brand-related comments commending the product and the creativity of the content creation itself; highlighting that the repeated key message stuck with them and made them want to try the product.

Conversations went beyond platforms and influencers we’ve officially tapped; people were talking about in different channels and topics. Consumers also recognized the fact that Wall’s Blast fostered great partnership with the influencers, allowing audiences to see a different, raw and fun side of these people that they look up to. The brand took a risk of not being totally in control of the content and it resulted in a more authentic communication that generated positive feedback and business results.

• Reached 17.4M people across various social platforms

• Delivered 1.3M views across video content produced

• Delivered 15% engagement which is 3x higher than industry average (5%)