Influencer marketing: Twister Frrreeeze cools down social media

A product launch amplified by influencer marketing

To launch Twister Freeze, the brand puts influencer marketing at the heart of its partnership with Disney. In particular, the campaign taps into a highly relevant cultural moment: the opening of the new World of Frozen at Disneyland Paris.

From the outset, the connection between the two worlds feels natural. The icy universe of Frozen directly echoes Twister Freeze’s brand territory. Moreover, this strong affinity provides a compelling creative platform to introduce the new product to consumers.

However, the challenge goes beyond simply generating visibility. The launch also needs to build desirability and encourage consumers to discover and try the ice cream. Therefore, the product needs to be visible while featuring in content designed to spark interest and engagement.

To achieve this, the campaign amplifies the Disney partnership across social media. As a result, Twister Freeze benefits from an engaging environment that strengthens both product awareness and consideration.

Ultimately, the strategy creates a seamless journey from awareness and consideration through to purchase intent. In doing so, the campaign helps bridge the gap between social media engagement and the point of sale.

Influencer marketing turns the launch into an experience

To address this challenge, GLOBE ADMS develops an experiential influencer marketing strategy.

First, the agency selects mid-tier and high-reach content creators based on several criteria. In particular, the casting process considers their affinity with the target audience, the product and the Disney universe.

Rather than simply showcasing the product, the campaign creates an immersive brand experience. Content creators are therefore invited to Disneyland Paris for an exclusive day centred around Frozen.

Throughout the experience, Twister Freeze naturally becomes part of the story. Its distinctive spiral shape, playful appeal and long-lasting ‘frozen’ effect provide engaging material for social content.

As a result, the product gains more than exposure across the creators’ communities. Content creators try Twister Freeze, bring it to life and integrate it into their own storytelling.

Moreover, this approach supports several stages of the shopper journey. Firstly, the campaign builds product awareness. Then, it strengthens desirability through engaging content. Finally, it encourages consumers to look for Twister Freeze in store.

In this way, influencer marketing connects social media engagement with the retail journey, turning product discovery into a more immersive and memorable experience.

From social media to the point of sale

The campaign comes to life during an immersive day at Disneyland Paris, where content creators enjoy exclusive access and a range of experiences across the park.

From the outset, Twister Freeze takes centre stage in the content, with the product appearing within the opening seconds of each post.

Meanwhile, the creators produce a TikTok recap of the day, showcasing Twister Freeze in an environment that naturally aligns with its brand territory.

As the day unfolds, the different highlights experienced at Disneyland Paris add depth to the storytelling. The content therefore connects Twister Freeze with a fun, memorable and instantly recognisable experience.

Instead of relying on overly product-focused communication, the campaign integrates Twister Freeze into a story experienced by the creators and shared with their communities. As a result, the product becomes part of authentic and engaging social content.

In addition, the activation extends beyond social media to the point of sale. A competition featured on Twister Freeze packs gives consumers the chance to win a trip to Disneyland Paris and experience the world of Frozen for themselves.

The campaign therefore creates a direct connection between influencer marketing and drive-to-store. First, social media builds visibility around the launch. The immersive experience then strengthens product desirability. Finally, the promotional mechanic encourages consumers to look for Twister Freeze in store.

Ultimately, influencer marketing supports several stages of the Twister Freeze launch: building product awareness, establishing its brand territory, generating desire and bridging the gap between digital audiences and retail.