Influencer marketing: Twister Freeze cools down social media

A product launch amplified through influencer marketing

For the launch of Twister Freeze, a partnership was established with Disney around a major event: the opening of the new Frozen-themed land at Disneyland Paris.

This iconic event was chosen to amplify the product launch. It created a strong connection between the frosty world of Frozen and Twister Freeze.

The first objective was to maximize product visibility among a broad and relevant audience. However, the campaign was not designed to focus solely on reach and impressions.

It also aimed to build desirability around Twister Freeze. The product needed to be seen, but above all, it needed to inspire people to discover and try it.

To address these objectives, influencer marketing was placed at the heart of the launch strategy. The partnership with Disney could therefore be amplified across social media and turned into a powerful consideration driver.

This created a clear link between visibility, desirability, and purchase intent, with an indirect impact on drive-to-store.

An influencer marketing strategy built around experience

To support the launch, GLOBE ADMS designed an immersive influencer marketing strategy.

A selection of mid- and high-reach content creators was made. Profiles were chosen based on their affinity with the target audience, the brand, and the Disney universe.

Rather than simply presenting the product, the campaign focused on a strong brand experience. The creators were invited to enjoy an exclusive day at Disneyland Paris, centred around the Frozen universe and Twister Freeze.

The product was naturally integrated into a strong and aspirational experience. Creators could discover, test, and showcase its key features through their content.

This approach allowed influencer marketing to go beyond media coverage. Through the creators, the product was brought to life and placed in context. Its discovery became more authentic and engaging.

The visibility generated was then transformed into desirability. This desirability could further drive consideration and encourage shoppers to look for the product in stores.

Influencer marketing was therefore used as a lever across several stages of the shopper journey: building awareness, creating desire, and encouraging product discovery.

An experience transformed into engaging content

At the heart of the campaign, an immersive day was organized at Disneyland Paris. Content creators were given exclusive access and invited to enjoy unique experiences.

Every moment was designed to encourage natural content creation. Twister Freeze was featured within the first few seconds of the published content.

The creators produced a TikTok recap of their day. The content highlighted the ice cream’s long-lasting “frosty” effect, its spiral shape, and its playful character.

At the same time, they shared their different experiences at Disneyland Paris with their communities. The product was therefore associated with a positive, spectacular, and entertaining moment.

This storytelling approach avoided overly direct commercial messaging. Twister Freeze was integrated into a story experienced by the creators themselves. This helped preserve the authenticity of the content.

Finally, the campaign was extended to the point of sale through the competition featured on Twister Freeze packs. The competition gave participants the chance to win a trip to Disneyland Paris and discover the Frozen universe.

The campaign created a clear connection between influencer marketing and drive-to-store. Visibility was generated on social media. Desirability was built through the experience and content. Finally, the promotional mechanic brought audiences closer to the product and the point of sale.

This activation illustrates the role of influencer marketing in a shopper strategy: turning audience into interest, interest into desirability, and desirability into potential action.