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As part of the CMO Reboot Playbook: Authentically Connecting with Consumers and Community, My/Mochi Managing Director and CMO Russell Barnett shares how the ice cream brand pivoted its biggest celebration into an engaging digital campaign during the pandemic that generated social buzz and billions of earned media impressions.
Check out more plays from top CMOs and brand leaders here.
THE CHALLENGE
National Ice Cream Day is My/Mochi’s “Super Bowl.” It’s the time of year when we create a massive celebration around all things mochi ice cream on the sweetest day of the year! Given the pandemic was well underway by the summer of 2020, our challenge was to pivot in such a way that our celebration–traditionally one executed live with in-person touchpoints–was even more impactful in a virtual world.
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