Content Marketing Campaign for Chapman’s Ice Cream

Content Marketing Campaign

Content marketing idea for Chapman’s Ice Cream

By Mitchell Laskowski

“This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course”

#IceCreamDream will be a contest where fans will take pictures of themselves or their families eating Chapman’s Ice Cream in exotic locations. This activity causes families and friends to plan out a special location to take a photo for the contest, and get enjoy Chapman’s Ice Cream while doing it. Chapman’s is a family owned Canadian company with most of their customers being Canadian families so this contest should really connect with the fans.

This promotion can take place over Facebook, Twitter, YouTube and Instagram. People must be following at least one of our social media accounts to qualify for the contest. Having the hashtag #IceCreamDream posted with every photo/video helps bring awareness to our marketing campaign. The goal is to greatly increase the amount of followers on all our social media accounts, and increase the interaction we have with our fans.

 The grand prize would be a family dream vacation anywhere in Canada. I could be possible to partner up with Government of Canada to offer better prizes such as trips to National Parks or other important areas of Canada. Many secondary prizes such as free ice cream should be given out throughout the contest to encourage participation and to help make the fans feel like winners.

This campaign could take place anytime of the year, but summer would be the ideal time. Ice Cream sales are at their highest and it is easier for people to travel around in the warmer weather.

Content Marketing Idea for Baskin Robbins

Content Marketing Idea for Baskin Robbins

By Gursewak Singh Brar

I am creating a content marketing campaign for Baskin Robbins. Baskin Robbins is a well-known name in ice cream industry. My idea is to create affective advertisement utilizing the social media platform for Baskin Robbins Company. As from the previous blogs we can see that most of the posts on Baskin Robbins social platform are all based on commercials with just one image and few words. This lacks interaction with the content and is an important factor where the company is lagging behind.

My audience are the people who visit social media platforms Facebook and YouTube regularly and often search content that is based on health and food.

The campaign will focus on creating a social media content that will educate about the benefits of ice cream.

I am planning to generate 10 K likes, 2 K subscribers and about 1K comments.

This campaign will be launched this summer and it is the best time to educate people to love ice cream.

I will use Facebook and Twitter to launch this campaign.

This campaign will use video to be share on YouTube and Facebook to attract people.

Disclaimer: “This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course”.

All of the data is retrieved from official Facebook, twitter and YouTube platforms of Baskin Robbins and Perry’s Ice cream.

Analyzing Fan Pages, Influencers and Inbound Links for Ice Cream Brands

Analyzing Fan Pages, Influencers and Inbound Links for Ice Cream Brands

Fan Pages, Influencers and Inbound Links for Chapman’s and Nestle Drumstick.

By Mitchell Laskowski

Chapman’s:

http://www.chickadvisor.com/item/chapmans-ice-cream/

Chick Advisor is where female users are able to review products that may appeal to other women. Currently all of the reviews for Chapman’s have been 5 stars. The comments provided by the users gives us a good insight into how they feel about the brand and products. (SPOILER ALERT) They like it!

https://thisnortherngirl.wordpress.com/2013/06/01/product-review-from-an-ice-cream-snob-chapmans-ball-top-cones/

Here we have a blog post from a self-proclaimed “Ice Cream Snob” that goes on to give a review of Chapman’s ice cream ball cones. The review explains a lot of the details of the products, while also giving insight into the making of ice cream.

Up next is a review of Chapman’s new kid’s product line conducted by Monster Crew Reviews. YouTube is a great channel for sharing review on food products because it lets customs actually see the real product, not just what’s shown in advertisements.

Nestle Drumstick:

https://www.influenster.com/reviews/nestle-drumstick-classic-vanilla

Influenster is another review website which focuses on the female demographic. The webpage includes a very large amount of customer reviews and comments, as well as a 4.8/5 rating among users.

http://bigmuddyicecream.blogspot.ca/2015/03/nestle-drumstick-original-sundae-cone.html

This blog tells the origin story of how the waffle cone was born, and in turn helped create the first drumstick. It then turns into a review of the Drumstick which does not end very well for nestle.

This video by JoeysWorldTour provides a product review of a rare cinnamon flavoured Drumstick called Cinnamunch. The review tells you a lot about the product, mainly with the reviewer’s reactions while eating the ice cream.

Chapman’s vs Nestle Drumstick: YouTube Presence

YouTube Presence of Ice Cream Brands

Chapman’s vs Nestle Drumstick on YouTube

By Mitchell Laskowski

The YouTube channel for Chapman’s is mainly used to showcase commercials and advertisements for new products that have been released over the years. They also have several videos that relate to the backstory of the characters in their children’s ice cream line. The channel is not updated often, with new post taking place from every few months to every few years.

The most popular video from Chapman’s was a commercial for “Chapman’s Ice Cream Sundae”. The video received over 11,500 views and 26 likes. The video has also received 6 comments. Chapman’s does not include any description on their channel nor do they link to their Twitter or Facebook accounts.

The YouTube channel for Nestle Drumstick is desperately lacking content. They currently only have one video throughout the channel. Their last video was posted over 4 years ago. No other information is provided on their channel. There is not description or links to other social media websites.

The most popular video on the Drumstick YouTube channel is their only video, “The Drumstick Ode to One Million Fans”. This video was released to celebrate 1 million fans on Facebook, however the video and channel do not link to Facebook. The video has received over 8,000 views and 36 likes, but only 2 comments.

Interesting Ice Cream Facts

Interesting Ice Cream Facts

By Mitchell Laskowski

Ice cream is such a fascinating dessert. It's true origin is unknown but legends say a 1st-century roman emperor ordered his servants to fetch snow from the mount ions which was to be flavoured by juices. The Ice Cream Cone gained popularity at the 1904 World's Fair, when an Ice Cream vendor ran out of bowls and started using folded up waffles from a nearby food stand.  

Here are a few other interesting things about Ice Cream:

Check out Ecreamery for many more interesting facts about Ice Cream

Chapman’s vs Nestle Drumstick: Twitter Presence

Twitter Presence of Ice Cream Brands

Chapman’s vs Nestle Drumstick on Twitter

By Mitchell Laskowski

Most of the content posted on the Chapman’s Twitter page is very similar to the content posted on their Facebook page. It contains several pictures of Chapman’s products as well as responses to questions and comments. Several posts link to other social media accounts such as Instagram or back to their website.

Currently the most popular tweet is a Merry Christmas and Happy Holidays message from Chapman’s VP Ashley Chapman. This post received 20 likes, 5 retweets and 4 replies.  Chapman’s doesn’t follow the 50/50 rule on twitter, most posts are involving their own product. They tweet quite frequently, around 2-3 times per week.

Similar to their Facebook page, Nestle Drumstick is not very active on Twitter. They average only about 2 tweets per month. The 50/50 is not applied here as all the posts here are pictures of Nestle Drumsticks, or retweets of positive customer reactions. 

The most popular post on the Nestle Drumstick Twitter page is about a contest where followers can win free ice cream.  It received 34 likes. 88 retweets, and 79 replies. Contests are a great way to interact with your followers over social media and also give them some extra incentive to interact with your brand.

	Chapman’s	Nestle Drumstick
Number of Tweets	1,531	6,712
Followers	5,620	5,815
Following	127	637
Likes	1,303	3,800
Average Tweets per month	11	2

Analysis of the Digital Marketing of the Ice Cream Brands

The Finalization of Analyzing Ice Cream Brands

By Rawad Sawah

We are here to compare and examine the ice cream brands and analyze their social media and digital marketing. In this article we will be focusing on two very popular brands in the ice cream market which are Häagen Dazs and Klondike. Two of which are very similar and also very different from each other, we ae here to analyze both brands and determine the digital marketing of them.

Based on the data I pulled from google trends for both brands, the search of of ice cream is not really used as much in general, but these results are at its peak during the summer time when the weather is hot and a lot of people are feeling a nice cold ice-cream, hence in the winter times the searches for them are at its lowest peak

The brands we are focusing on are:

·       Häagen Dazs

·       Klondike

The LSI keywords from my brands:

Häagen Dazs:

·       Canadian ice cream brands

·       Häagen Dazs nutrition

·       Where to buy Häagen Dazs ice cream

Klondike:

·       Klondike brands

·       Klondike coupons

·       Klondike variety’s

Both these brands are very different but at the same time have some similarity and also have their individual strengths. Häagen Dazs really put their name out there, they are well knowing for the amount of flavors they have, while Klondike has a very unique kind of cream that not all Ice-cream brands have.

In conclusion I believe that Häagen Dazs is really at its peek with their search engine optimization. They are providing way more information then Klondike. That is really most important thing, for you to have a strong search engine optimization is the key to being a success business and selling your products

APA Citation Sample (in alphabetical order):

Häagen Dazs (2017). Häagen Dazs Ice Cream. Retrieved from https://www.haagen-dazs.ca/hd-en

Klondike (2017). Klondike Ice Cream. Retrieved from http://www.klondikebar.ca

LSIGraph. (February 2017). LSIGraph keyword generator [Ice Cream]. Retrieved from http://lsigraph.com/

SEOmoz Inc. (February 2017). MozBar. Retrieved from https://moz.com/tools/seo-toolbar

SEO Audit of Major Ice Cream Brands

An analysis of the SEO of Chapman’s and Nestle

By Mitchell Laskowski

Modern day marketers must really consider the impact that proper SEO can have on their brand. In this post we will take a look at how well Chapman’s Ice Cream  and Nestle Drumstick manage the Search Engine Optimization of their websites.

Based on the data I have received from Google Trends, it seems that most people are not searching for specific ice cream brands, but instead just searching for ice cream in general. These search results peak during the summer months when it is hot outside. Searches are at their lowest during the colder months of the year.

Here are some of the LSI keywords from my brands:

Chapman’s:

• ·       Canadian Ice Cream Brands
• ·       Chapman’s Ice Cream Coupon
• ·       Where to Buy Chapman’s Ice Cream

Nestle:

• ·       Nestle Drumstick Nutrition
• ·       Ice Cream Drumstick Brands
• ·       Nestle Drumstick Variety Pack

Each of these brands have their own individual strengths. Chapman’s website contains many calls to action, while Nestle website includes a proper meta description and good use of alt text. Areas that can be improved on both websites are meta keywords and bold/italics.

In conclusion I believe that Nestle did a better job with their Search Engine Optimization. They provided much more information than Chapman’s including alt text. Alt Text is a very important piece of a website since it is a legal requirement if you do business in the United States.  Overall I was surprised that two major brands could have such large gaps in the search engine optimization of their websites.

APA Citations:

Chapman’s (2017). Chapman’s Ice Cream. Retrieved from http://www.chapmans.ca/

Google. (February 2017). Google trends. [Ice Cream, Chapman’s, Nestle.]. Retrieved from https://www.google.ca/trends/explore?date=today%2012-m&geo=CA&q=ice%20cream,%2Fm%2F0fqg35,%2Fm%2F01556g

LSIGraph. (February 2017). LSIGraph keyword generator [Ice Cream]. Retrieved from http://lsigraph.com/

Nestle Drumstick (2017). Nestle Drumstick. Retrieved from https://www.drumstick.com/

SEOmoz Inc. (February 2017). MozBar. Retrieved from https://moz.com/tools/seo-toolbar