Case Study: Ben & Jerry’s achieves high social engagement and above‑benchmark CTR with Millennial Media

Share a Cookie Core with Unilever Singapore Ben & Jerry’s

Ben & Jerry’s Singapore (Unilever) launched two new Cookie Core flavors and needed a way to reach and engage a young, social audience (age 15–30) during the summer. Millennial Media (now part of AOL), working with agency Mindshare Singapore, was brought in to drive awareness and social interaction for the #CookieCoreWith campaign.

Using Millennial Media’s SDK and mobile-native touch mechanics, the in-ad creative let users swipe to reveal the ice cream core and share or tag friends to enter a contest for delivery. The campaign delivered strong engagement and ROI: an average CTR of 0.80% (above the 0.3–0.7% benchmark), a peak CTR of 0.95%, and 1,709 social actions (791 Twitter submits, 484 Instagram clicks, 434 Facebook clicks).

Ben & Jerry’s

Kimberly Tan

Assistant Brand Manager