Kaktus Ice Cream: Republic of Cactus

Miroslaw Smolewski

Campaign details

Brand owner: Nestlé
Agency: Liquid
Brand: Kaktus Ice cream
Country: Poland

Executive summary

This case study describes how Nestlé set out to increase sales of Kaktus Ice Cream by creating a communication platform called 'Republic of Cactus', which aimed to integrate the promotional activities across all channels. The campaign was a perfect example of how to communicate with a young target audience by perfecting the mechanisms of social media, and how precision planning can lead to synergies between actions. The result was a very rapid growth in the number of fans whilst maintaining extremely high commitment, and posts that won a record amount of likes, views and comments.

In terms of the best communications channel, social media was chosen. Specifically Facebook, because of its high popularity amongst the target, with coverage for this group being more than 70%. (Source: Gemius Megapanel.)