[kacey cooper - strategist]
I Love Ice Cream Cakes
Mini Brief
The ask: A tentpole mini-campaign that drives awareness and sales of ice cream cakes during the month of September
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The challenge: Despite 9.9 being the most common birthday, we treat it like any other day, missing the opportunity to celebrate something bigger together.
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The insight: Each person knows about 10 people who are born on September 9.
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The strategy: Throw the biggest birthday party of the year on September 9.​
Research Methodologies
Who are our ice cream cake buyers? Through desk research and survey results, this audience isn’t celebrating their own birthday, but making sure the moment is special for someone else.
Say they love or like having the same birthday as a family member or friend
73%
85%
Feel special when someone puts a lot of effort into their birthday celebration
Mini Tentpole Campaign
This campaign was designed to bring a burst of attention to ice cream cakes during the month of September. By doing so, the peak season for ice cream cakes can extend into the beginning of fall.
I Love Ice Cream Cakes offers a variety of frozen pre-made ice cream cakes, perfect for celebrating a birthday, graduation, or if you’re just craving an ice cream cake during the hot summer weather. With ice cream cakes at peak sales in the summer months, we were tasked with creating a tentpole mini-campaign that drives awareness and sales of ice cream cakes during the month of September.
9/9 birthdays are more common than we realize
On average, 12,300 people are born every year on 9/9, making it the most common birthday of the year.
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We know around 600 people that are involved in our life and our social circles consist of people born 5 years within our birth year. That means we know ~10 people who are born on 9/9.​
(Yeah, I did that math)
Strategic Way In
While being the most common birthday might seem less special, it actually presents the opposite opportunity: the biggest birthday moment of the year deserves the biggest celebration.
As a brand built entirely around celebration cakes, not slices or scoops, but moments meant to be shared, I Love Ice Cream Cakes is uniquely positioned to turn this date into something larger than an individual birthday. ​So instead of treating September as the end of ice cream cake season, the brand throws the biggest birthday party of the year for everyone born on September 9th.
HAPPY BIRTHDAY TO ALL 884,369 OF YOU
(I did that math too)
What do Happy Gilmore, William Thacker, A Russian writer, Cam Tucker, Jen Lindley, and Colonel Sanders have in common?
They are all born on 9/9
