How to break the ice? CASE STUDY: Ice Dream self-gelateria
Our day-to-day work is about building a company's image on social media, but sometimes it steps outside the internet and into real contact with an audience. That is what happened with one of our clients, Ice Dream. Ice Dream is an unusual ice cream shop that has arrived in Polish cities. Ice Dream is a chain of self-service gelaterias where you build your own ice cream dessert, picking the flavor, the sprinkles and the other toppings.
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Ice Dream is an unusual ice cream shop that has arrived in Polish cities
Ice Dream is a chain of self-service gelaterias where you build your own ice cream dessert, picking the flavor, the sprinkles and the other toppings. The owner brought the idea back from Italy. The shops are open in Warsaw, Katowice and Poznań. Every location is decidedly instafriendly, and that is one of the things we decided to put to work.
The goal — raising brand awareness among customers
Ice Dream opened its first shop in Warsaw in 2019. Since it was a new spot on the city's food map, one of the goals of the social media communication was to register with the people of the capital and get them to remember the location. Through what we published on Facebook and Instagram we wanted to strike up an interaction with fans and show them that Ice Dream is a place with positive energy. Warm relationships are one of the things that matter most, to us and to the client alike. To hit the goals we had set, we decided to do something that would put a smile on the faces of Ice Dream's customers and plant the thought of coming back — and get them posting Stories to their own social media.
Introducing little flags with wordplay on them
To underline what makes the shop special, we decided to introduce little flags carrying a short, universal line built on wordplay. In every location Ice Dream has opened, the staff plant a friendly line in the ice cream that makes it impossible not to smile. We built up a bank of several dozen lines, among them:
- Do you lick it or bite it?
- nICE ice 😉
- O LÓDzie! (Polish for “good grief!”, with lód — ice — spliced into it)
- Shall we break the ice?
- #lódożerca (an ice-eater, one letter off the Polish ludożerca — a man-eater)
That friendly touch got us to our goal — fans happily photograph the desserts they have built with their own hands and post them to their social media channels, which grows brand awareness and builds a positive image for the brand. Watching the tags on the Ice Dream profile, we can also see reach and brand awareness climbing: thousands of friends see what customers have made, and as a result the regulars keep coming back while the new ones are glad to visit.
It shows that sometimes even a single kind word can have a positive effect on relationships, human and business alike.
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