| Title | CLOUD 9 #FROZENINTHECLOUDS |
| Brand | BULLA DAIRY FOODS |
| Product / Service | FROZEN YOGHURT |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | GREY MELBOURNE, AUSTRALIA |
| Entrant Company | GREY MELBOURNE, AUSTRALIA |
| Advertising Agency | GREY MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Sascha Ettinger Epstein | Will O'rourke | Director |
| Will O'rourke | Production Company | |
| Pop Up Collective | Pop Up Collective | Influencer Management |
| Alice Atherton | Grey Melbourne | Planner |
| Catherine Mcdonald | Grey Melbourne | Senior Account Manager |
| D'arne Buckley | Grey Melbourne | Business Director |
| Rohan Cooke | Grey Melbourne | Copy Writer |
| Laura Petruccelli | Grey Melbourne | Copy Writer |
| Rohan Cooke | Grey Melbourne | Art Director |
| Laura Petruccelli | Grey Melbourne | Art Director |
| Michael Knox | Grey Melbourne | Executive Creative Director |
Personally involving bloggers in the event increased their passion for the project and the effort they put behind telling the story. Through bloggers, #frozenintheclouds was shared with a potential audience of 6.4 million and gained 2.1 million unique impressions. #frozenintheclouds excited the audience to visit the freezer aisle and pick up one of their own tubs. 30% of all Cloud 9 sales were among those new to the category. The overall launch gave Cloud 9 a permanent position in supermarket freezers across the country.
Inspired by the name, Cloud 9, we wanted to see if it was possible to actually freeze yoghurt in the clouds. This begun a series of tests to see what temperature and height the yoghurt needed to travel to freeze. Once we had the answers, we created a social event, #frozenintheclouds involving Australia’s top food bloggers, who are adoringly followed by our audience. Each blogger was dedicated a tub that would be frozen 50,000ft high and delivered to them once they landed. Their individual foodie audience could follow the journey online via their various social platforms, and share recipes and the mini documentaries made through GoPro footage shot via the individual tubs.
Bulla dairy wanted to launch new frozen yoghurt cloud 9 to a notoriously hard to reach and harder to impress audience of young, urban foodies. Not only did we need to launch a new product, we needed to launch a new category being premium frozen yoghurt. The audience hadn’t heard about Cloud 9, so we wanted the first time that they did hear about it to be by a source they love and trust; food bloggers. So we placed the brand in the hands of the bloggers via the social event #frozenintheclouds. We dedicated a tub to each blogger and streamed the tubs journey live as it travelled and froze 50,000 ft high in the clouds. Each journey became a unique video that could be shared as online content. The bloggers streamed the event live and shared imagery via the #frozenintheclouds hash tag.