Ben & Jerry's
Scooping Up Results: Ben & Jerry's Combines TikTok With DOOH for a Flavorful Launch
Objectives
Transforming a flavor launch into a cultural moment
With Brookieees & Cream, Ben & Jerry's set out not just to launch a flavor, but to ignite a cultural moment and elevate brand awareness.
However, launching a new ice cream flavor in a crowded market is no easy feat. To stand out, Ben & Jerry's turned to TikTok with a strategy focused on two clear goals: maximizing reach and driving measurable impact on both brand perception and sales.
Solution
Leveraging Smart Bundling with creator-led storytelling
Ben & Jerry's took an integrated approach, combining TikTok's Smart Bundling solution with digital out-of-home (DOOH) ad placements to maximize reach.
The brand tapped into creator-driven storytelling through a partnership with Influencer, a verified creative agency on TikTok Creative Exchange. All content was then produced by platform influencers, ensuring it felt fully native to TikTok.
These assets were delivered through a mix of high-impact formats on TikTok. This included In-Feed Ads (optimized for reach and video views), Top Feed (to place content in the first in-feed ad slot), TopView (as the first ad users see when opening the app), and an interactive Branded Mission to encourage crowdsourced content from relevant TikTok communities.
What made the campaign stand out was its consistency. The same TikTok-native creative was extended beyond the app to digital billboards, making sure people saw the Brookieees & Cream launch across both online and offline touchpoints.
Lastly, to measure the impact of this dual-channel strategy, Kantar evaluated brand lift and synergy between TikTok and DOOH, while Circana tracked in-store results through a Sales Lift Study.
Results
Converting a cultural moment into measurable impact
By pairing Smart Bundling with DOOH integration, Ben & Jerry's extended its impact well beyond TikTok. DOOH helped in extending the reach of the in-platform activation by adding 5% incremental unique reach, while TikTok drove a 30% lift in product consideration.
Most importantly, the campaign delivered a 1.7x higher sales uplift and ROI 1.5x higher than Circana's industry benchmarks.
By blending digital‑first storytelling with real‑world visibility, Ben & Jerry's not only built awareness but also achieved measurable business impact, making the Brookieees & Cream launch a sweet success.
To learn more about TikTok's Smart Bundling solution or other TikTok marketing solutions, contact our team here.
At Ben & Jerry’s, every flavor launch is an opportunity to create a cultural moment. Partnering with TikTok empowered us to tell our story in a creator-led, authentic way, from the For You Page to real world streets. This unique collaboration helped us not only build stronger connections with our community but also inspire them to experience our new flavor in a memorable and meaningful way.