With Random Acts of Delight, International Delight sought to reward current and soon-to-be fans with unexpected moments of delight that bridge social media with real-world gifting. Through social listening and by targeting our top 1,000 loyal email newsletter members, International Delight was able to uncover key moments and delight in real time. Our Iced Coffee campaign targeted a key moment that happens to most of us every day: We're in line at the coffeehouse, waiting to get that much anticipated cup of coffee, and the barista presents us with a cup that has our name spelled wrong.
On Twitter and Instagram, International Delight pledged to get our fans' names right. We targeted both fans and non-fans alike and found consumers who had tweeted or posted a photo of their misspelled name on a coffee cup. From there, the brand would tweet or respond to the consumer saying we'd like to send them a free tumbler on us, with their name spelled correctly. After collecting the consumer's information, our team would then ship out a customized mason jar inspired tumbler with an illustrated label bearing the Twitter or Instagram users name with an invitation to join the conversation in social using the hashtag #MyDelight.The program, though extremely targeted, was very successful. It achieved a total of 900K potential impressions Twitter and Instagram, generated over 200 pieces of custom content created by our consumers, and grew our Twitter and Instagram followings by 12% and 20% respectively.
The response was to this campaign was overwhelmingly positive. Both current and new International Delight fans loved being treated specially by our brand and were so excited to share their customized tumblers.One of the larger successes that we can attribute to this campaign was its integration with the larger Iced Coffee campaign and the TV ad creative. Our International Delight Iced Coffee is built on the "coffeehouse to your house" idea. Many of our executions are designed to sell in consumers to the idea that you can get great coffeehouse quality at home with our line of ready to drink products. In 2014, the TV creative was focused around "Jen" the gal waiting to get her drink at the coffeehouse. When the barista says any name but hers, she finally has to prompt him with her correct name in order to claim her beverage. Social media took this one step further, deliberately seeking out consumers who had experienced a similar issue and randomly surprising and delighting them with a gift. International Delight was able to see an integrated campaign, across multiple platforms with this execution.
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