Sticky Sweet
After a successful Kickstarter campaign, this plant-based ice cream is ready to continue growing.
In 2019, sisters Ashley and Kelly Dow launched a Kickstarter campaign to fundraise $22K for their ice cream business: Sticky Sweet. Their mission was to make delicious desserts that could be enjoyed guilt-free. Sticky Sweet ice cream is 100% gluten-free, 100% vegan, made from scratch, by hand, using only natural ingredients- nothing artificial.
The campaign was flooded with consumers eager to support Portland, Maine’s first-ever plant-based ice cream. The sisters surpassed their goal and opened their storefront in the eastside neighborhood of Portland. Since then, they have been names Portland, Maines' #1 ice cream. The two sisters are active social presences in their community, supporting many other local businesses and social campaigns.
Background
“We hope to not only make a product that you enjoy eating, but also to create a business that you feel proud supporting!” - Ashley & Kelly Dow
The Hill to Overcome
Even with all the support the sisters amassed, Sticky Sweet is a brand known only to a niche audience.
Our Plan of Attack
We plan on increasing Sticky Sweet Sales by 10% by the end of the campaign.
We intend on doing so by increasing brand awareness 15% by the end of the campaign.
Specifically by increasing the growth of Sticky Sweet’s Instagram following.
Insight
Ice Cream, You Scream:
90% of Americans consume ice cream (68% report to doing so year round)
By 15% women tend to consume more ice cream than men do
84% of consumers prefer the point of purchase to be at the grocery store
44% of Americans take account for the ingredients in their product
71% of Americans believe they can eat better-for-them
79 Million vegans worldwide (~5% based in America)
18 million Americans are diagnosed Celiac (60-70% of which are female), but 30% of Americans actively avoid gluten
73.1% of adults have a habit of watching TV before bed
88% of consumers look for authenticity in brands they support
66% of consumers say brand transparency matters to them
120 million Americans have instagram accounts
46% of Americans check Instagram daily
Video ad's get 3x's more engagement
130 million users have interacted with a shopping post
Key Takeaway
Ice cream is the most popular dessert among Americans, and nowadays, consumers crave authenticity from the brands they support.
Big Idea
Take customers behind the counter to give them the inside scoop
Target Audience
On-the-go individuals who like to lead an active lifestyle. However, they still love to indulge. But they wouldn’t dare sacrifice their calories for comfort. They need the best alternative to anything and everything. These individuals are media savvy and like to set the trends. They do their research before giving away their time and want to be sure they are not wasting their time or money on anything.
Channels
Instagram is still one of the most popular social media platforms there are today. Sticky Sweet is lacking an influential presence in this space.
Profile Re-Vamp
Sponsored Posts (Feed, Search, & Shop)
IGTV Series
OOH
Placed near natural food stores and other select stores where Sticky Sweet is available will allow the brand to be on the top of the consumers' minds when they go shopping.
Execution
