- PR
- Communication
- Social Media
- Filming
- Digital Marketing

The Brief

Building on their ‘Don’t Hold Back’ global campaign we were tasked to create a dedicated UAE led activation, with global impact. The team adopted a 360 marcomms strategy and execution, to create widespread impact around International Women’s Day, driving brand visibility to positively impact customer sentiment.

The Strategy

Stage 1 rename the top ice cream flavours after selected UAE trailblazing women; the customer journey was mapped to invite positive self-affirmation (when customers ordered these flavours of success) reflecting Häagen-Dazs’s celebration of everyday people living extraordinary lives. 

As part of the customer engagement strategy, stage 2 was crafted to encourage users to nominate ‘ordinary’ women living extraordinary lives every day – two winners were further recognised with additional flavours renamed after them.

The strategy consisted of a variety of marcomms tactics including, Press release and media relations, Talent + influencer activity, In-store activation, Social mediaPaid amplification and Content production.

The Success


Pieces of coverage


Global online reach


Earned + paid reach