Summits Yellow

Iceland's Power of Frozen campaign extends its motherly influence

Tyrone Stewart

Iceland Power of FrozenBritish frozen food supermarket chain Iceland has extended its partnership with ChannelMum.com, a parenting community which features vlogging families, for its Power of Frozen campaign.

The 12-month deal extension will see 54 vlogger-created videos plus an additional 50 shorter form ones for Facebook and Instagram.

According to the pair, the campaign has seen mums watch two minutes of branded content per video to date. While retention rates reached 59 per cent and 55 per cent on Facebook – both well ahead of the industry average. Furthermore, in the first three months of the campaign the reach was almost 4m.

So far, Iceland and ChannelMum.com have linked up on 129 videos, resulting in 1,108 minutes of footage.

“The campaign returned outstanding results and exceeded all expectations,” said Andy Thompson, head of social at Iceland. “Most importantly, approval ratings for the store amongst mums jumped from 10 per cent to 80 per cent after viewing the videos created by Channel Mum vloggers.

“We saw a 72 per cent increase above the agreed digital KPIs and viewer retention was exceptional, proving that mums saw the campaign as helpful content that they really wanted to watch, not an ad to be ignored or flicked over,” Thompson continued.

“The most rewarding part of this campaign was watching the vloggers perception of Iceland change right there in front of us - it was powerful to see. This was also passed onto their viewers. We work with both bloggers and vloggers and both give us unique ways to promote Iceland and change perceptions amongst our customers and people who may not have considered shopping with us previously but have a perception about our brand.”

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