Dear Tyla

Agency: LADbible Group - Haagen-Dazs - Mind Share

In Summer 2020, Häagen-Dazs partnered with leading female publisher Tyla to establish an empowering message to the nation and drive conversation as part of its ‘Don’t Hold Back’ campaign.

The goal? To position Häagen-Dazs as a modern brand, creating relatable content in support of its mission and increasing consideration, achieved with ‘Dear Tyla’ - an advice-line series encouraging audiences to share embarrassing lockdown secrets in pursuit of making people smile.

Running on Facebook / Instagram, confessions were dramatically brought to life alongside tongue-in-cheek solutions offered by our well-known hosts Deborah Frances-White and Yomi Adegoke, set against the vibrant colours of the Häagen-Dazs’ redesigned packaging to instil a modern feel.

The campaign was a hit, with audiences expressing “I want to chat with Deborah and have posh ice-cream”. We created a splash - over-delivering on all targets, hitting 25k+ engagements, 4m+ video views, 19.3m reach and nearly 27m impressions – of which 7.3m were the core target audience.

Perceptions of Häagen-Dazs as ‘modern’ / ‘fun’ increased +15% / +17% respectively. Purchase intent increased +4%, with relevance and consideration up +10%, viewers now considering it a ‘brand for [them]’. This was the most watched Häagen-Dazs campaign globally in the last three years.