#RealOrNothing brand repositioning campaign

To reposition Häagen-Dazs on social and differentiate the brand from competitors, I developed and led a series of strategic campaigns centred around the concept of authenticity, #RealOrNothing. My approach focused on storytelling that brought the brand's values to life through compelling, platform-specific content and fan co-creation. From ideation through to execution, I made sure the campaign not only reflected the new brand aesthetic but built an emotional connection with our audience through relatable, inclusive and shareable narratives.

As campaign lead, I managed all phases of delivery, including the NPD and Valentine's Day activations. The campaign generated over 24 million impressions and produced 130+ pieces of engaging social media content. It drove a 10% increase in pint sales and was nominated for Best FMCG Social Campaign at the Social Buzz Awards 2014. The campaign successfully repositioned Häagen-Dazs as a bold, emotionally resonant brand with a distinctive voice in the social space.