Building Affinity for America’s Favorite Indulgent Flavor
COMPANY
The Moose Tracks Ice Cream phenomenon swept the nation in the mid-90s and continues today as one of the most recognized and popular ice cream flavors in the United States. The creative force behind Moose Tracks is Denali Flavors, one of the nation’s leading developers and marketers of innovative flavors for the ice cream industry.
PROJECT
Lambert has worked closely with Denali Flavors for over 15 years and leads multiple initiatives including a national cause marketing campaign with The Salvation Army, all social media efforts inclusive of multimedia and copy development, and most recently, an e-mail marketing campaign that encouraged 20,000 sign-ups in less than a week. Lambert’s efforts have increased social followings with double-digit growth year-over-year and successfully launched a Moose Tracks Nation e-mail campaign comprised of the ice cream’s most loyal fanbase.
TACTICS
- Social Media: Through earned and paid programs, Lambert has grown Moose Tracks’ Facebook footprint from a few thousand followers to over 340,000 fans in just over five years. Lambert understands the consumer mindset and generates engaging content for a unique product distribution model that is grounded in strategy and focused on client objectives.
- Content Marketing: Using the rich Facebook following accrued over the past few years, Lambert worked alongside Denali to establish a robust e-mail marketing campaign targeted at the brand’s most avid fans: the Moose Tracks Nation. Through digital and analog activation, Lambert saw 20,000 consumer opt-ins over a ten-day period (nearly 100% organic).
- Experiential Activation: Nine years ago, Lambert brought the idea of the most charitable ice cream social to life with the development of the 10,000 Scoop Challenge. This program is an event tour that encourages people to eat a delicious scoop of free Moose Tracks ice cream – for each scoop eaten, Denali donates $1 to the local Salvation Army. The tour has traveled to 39 cities since 2010 and has every intention to continue the delicious philanthropy for many years to come.
RESULTS
- Over the past year, Lambert has helped the Moose Tracks Nation grow its loyal following to nearly 50,000 monthly subscribers to date through both paid and earned media efforts.
- From 2010-2019, Lambert has helped Moose Tracks Ice Cream earn over 50 million impressions through the 10,000 Scoop Challenge tour in various markets throughout the country.
- Lambert has grown the Moose Tracks Facebook following to over 340,000 followers, Twitter to 25,000 followers and Instagram to nearly 4,000 followers.
