Goodbye Serious: How social sells Wall's Ice Cream

This case study describes the social media aspect of a campaign by Wall's, the ice cream brand owned by Unilever, which was designed to fit mobile and appeal to younger people in the UK.

Goodbye Serious: How social sells Wall's Ice Cream

Rob Isaacs

Campaign details

Brand owner: UnileverLead agency: adam&eveDDB & TMW UnlimitedBrand: Wall's Ice CreamCountry: United KingdomIndustry: ConfectioneryChannels used: Earned media, buzz, Internet - display, Mobile and apps, Online video, Outdoor, out-of-home, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how Wall's ice cream was marketed to younger Britons by focusing on reach rather than engagement and by having eye-catching, smartphone-friendly material ready in advance for when the sun was out.

It ought...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands