A Study In Brand Awareness

Nestle Malta is the operator of two world class, established, ice cream brands: Nestle Ice Cream & Antica Gelateria Del Corso. Whilst products in the brands are similarly priced and are sold in the same way, each brand has its own story.

Nestle Ice Cream is a brand that is more commonly associated with summertime fun, appealing to a younger demographic, whilst Antica Gelateria Del Corso is a more refined brand – the sort of ice cream you would share with your family after a barbeque, as a dessert – rather than an ice cream to be shared with friends at the beach.

Driving Brand Awareness

The client approached ANCHOVY. to create a brand awareness campaign on Facebook, by developing a strategy to increase post engagements, as activity on this channel was dead prior to the campaign beginning.

The primary goal of the campaign was to increase engagement – therefore driving brand awareness and recognition; whilst the secondary goal was to increase page likes.

The Results

Through the marketing of Charlene’s Honeymoon Challenge, ANCHOVY. were able to achieve the following results:

At the time of writing, engagements have sky rocketed for the Nestle Ice Cream Malta Facebook page – with posts before the campaign kicked off garnering little to no engagements. Following the kick-off of the campaign, the most engaged post had the following results:

In addition, the Facebook page saw a growth of 450 likes in four weeks. The most engaging content has been competition entries and content that directly interacts with the consumer.

“We saw a massive increase in engagement – these are products that people know and love. We just gave them a reason to engage with the brand.”


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