An omni-channel program at Walmart promoting a new occasion for Unilever ice cream purchases during the off-season.
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Unilever’s ice cream portfolio faces a challenge in the winter, when everyone is buying and baking picture-perfect pies, cookies, and cakes for their holiday celebrations. We encouraged shoppers to let loose and escape the pressure of perfection with messy, but delicious, ice cream creations. Taking inspiration from the ugly sweater tradition, we created a new occasion where ice cream could be the star of the season.
With access to Walmart’s first-party data, we targeted shoppers looking for the “perfect” holiday activity. We tapped into creators who shared their concoctions on TikTok and Instagram, and we created a hub for this content with a custom brand page on Walmart.com.
The program drove substantial growth and captured new ice cream buying families, establishing Walmart and Unilever as the ultimate partners in bringing unexpected fun to the holiday season.
