Paddle Pop Max

Role: Creative Concept, Copywriting, Community Manager

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Did you know that in Turkey, the Paddle Pop Max lion has more brand recognition than Mickey Mouse? Neither did I until I launched Unilever’s portfolio of kids ice-creams global Facebook page.

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In a move away from marketing the products to kids through a lovable mascot, and into framing the range of ice-creams as a responsible snack to parents, I collaborated with the Lead Strategist to come up with the creative wrapper of Let Kids be Kids.

 

I co-created a content strategy rooted in kids' imaginations and used this as a central idea to bring the joy of ice cream and play together - whilst highlighting key nutritional facts too. An important aspect to the Mum’s making up our new target audience.

 

Within 6 months, the newly launched page had:

• Over 112,000 fans

• 477% increase in engaged users who were mums

• 37% increase of unpaid reach (+21% on KPI)

• 35% increase in engagement (+35% KPI)