The gelato brand Bacio di Latte wanted to increase brand awareness through a marketing action that emphasized an organic engagement. The idea was to celebrate Valentine’s Day, and the month of love, which in Brazil is celebrated in June. And so, “Gelato Elegante” was created – a digital version of “correio elegante” (something like cheeky mail), a popular game at June festivals. Gelato Elegante was exchanged between contacts via Facebook Messenger. Messages that got a positive reply signaled a match and both people were given a free gelato voucher that could be redeemed in any store. Developed on Take Blip platform, the solution was fully automated and achieved impressive results. More than 1 million people were impacted, with over 25,000 of them through organic reach. More than 64,000 vouchers of Gelato Elegante were sent out. In the stores, the numbers were also huge: more than 3 tons of gelato were distributed in a single day. Currently, the brand also uses Take Blip solutions in other message channels, such as Apple Business Chat.
Market Segment
Bens de Consumo
Location
Department in the Company
Marketing
Communication channels
Facebook Messenger
Results
64,500 gelatos delivered in 4 days during the campaign with Take Blip platform.
Over 3 Tons of gelato distributed in 1 day.
25,000+ reached organically.
Context
Celebrate the month of love, Bacio di Latte created a campaign to reach a great number of people and lead them to its physical stores.
Challenge
Increase organic engagement by way of the fun mechanics of redeeming a voucher for a gelato.
Solution
Use Take Blip platform to send vouchers via Facebook Messenger, creating an online version of a well-known game played during “Festas Juninas” (June festivals].
