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Special Project

Special Project
From the 8th Annual Shorty Awards


Entered in Instagram Presence


As an ice cream brand that has created 1,300 unique ice cream flavors, our goal on Instagram is to showcase our variety of flavors in engaging ways that are a good fit for a visual platform, and pay off our brand position of "More flavors. More fun."

Strategy and Execution

Everyone loves eating ice cream, but what we strive to do on Instagram is make people love looking at ice cream too. We tackle Instagram like a blank canvas, a place where we can use our unique flavors to create artistic content that entertains our followers. From using ice cream, sprinkles and our iconic pink spoons to create visuals ranging from snowflakes to school busses, to incorporating our products into beautiful UGC inspired settings, we allow our products to paint cool pictures.


Even without paid support, Instagram has proven to be an increasingly successful platform for Baskin-Robbins over time. From 2014 to 2015 our followers increased from 68k to 290k (326%) and overall interactions increased from 293k to 744k (154%).


Video for Baskin-Robbins

Entrant Company / Organization Name

22squared, Baskin-Robbins


Entry Credits