The Brief

Launch new Frozen Yoghurt Cloud 9 to a notoriously hard to reach and harder to impress audience of young, urban foodies. The launch idea had to be credible yet entertaining enough to be talked about within this community. With no above the line media, we had to use channels that were specific to this audience and also big enough to give the new brand momentum.

Describe how the promotion developed from concept to implementation

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 50,000 ft high in the clouds and then delivered to them.Their individual foodie audiences could follow the journey online, and share the mini documentaries made through GoPro footage shot via the individual tubs.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Cloud 9’s unique flavour range and quirky personality meant that the launch idea had to match. In doing so, we were able to match the product to the lifestyle of its audience – online urban foodies. The journeys they had followed online would entice them in store and take them down the frozen isle. We gave them something to talk about, including the stunt itself, recipes and flavour reviews that they could then share with their own social networks.