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Student Work

PRLab case study: Ben & Jerry’s

Student work

Student Work

November 20, 2015

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PRLab case study: Ben & Jerry’s

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Situation

Ben & Jerry's Boston is one of PRLab's longest-standing clients. In January 2014, Ben & Jerry's made a commitment to making all of its ice cream flavors Fair Trade Certified and GMO-free by mid 2014. During the spring 2014 semester, the Ben & Jerry's account team was challenged with creating ways to educate the Boston community on Ben & Jerry's new initiative.

Solution

The team's strategy for creating a brand awareness was to increase traffic into stores. As a result, the team planned and executed a blogger tasting party for Ben & Jerry's new Core flavor line. The bloggers who attended the event were given one job: taste the new flavors! Users came to the party and spread the word.

Results

The event increased traffic to the Ben & Jerry's Newbury Scoop Shop, and influenced bloggers to make multiple trips back to the shop. When measuring the success of the blogger tasting party, the team was less concerned with number-based results, but rather what influential bloggers and Twitter users came to the party to spread the word. Following the blogger tasting part success, the team continued engaging with its Twitter followers and reached their goal of 2,000 followers

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Ben & Jerry's
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student work

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