Objective:
Write punchy, best practice copy to reinforce messaging of New York's beloved Big Gay Ice Cream now being in pints for the product's launch.
Strategy:
Leverage brand's cheeky brand personality and platform copywriting best practice to reinforce news in a thumb-stopping way.
Iterations of copy include:
Draft – Your Big Gay Ice Cream favorites now come in 7 new pints! Final - The Big Gay Ice Cream invasion begins, take us to your freezer! Learn More.
Draft – You won’t regret putting this salty treat in your mouth. Final - The legendary New York Salty Pimp now comes in pints. Learn More.
Draft – We packed every bit of our Rocky Roadhouse fudge in one pint. Final - Rocky Roadhouse is our version of the classic…with a few additions. Learn more.
Draft – The Big Gay Ice Cream invasion’s begun, take us to your freezer! Final - The Big Gay Ice Cream invasion begins, take us to your freezer! Learn More.
Outcome:
The paid posts surpassed internal and industry benchmarks for penetration, CPM, click through etc.