Submitted by Digital Voices

Frubes #TryMeFrozen Influencer Marketing Campaign

Digital Voices built the #TryMeFrozen summer campaign for Frubes across TikTok and Instagram in the UK, reporting 16,100,000 total blended and exceeding targets by 89%.

2award nominations
-1%category decline without brand
+34%new consumers buying the brand
98.4%positive brand sentiment
+47%repeat buyers in activation

Case in 60 seconds

Frubes needed mass awareness amongst yogurt-buying customers in the UK and, at the same time, a desire among both kids and parents to try and buy the product frozen, which is a use the pack does not sell itself on.

The campaign appears to turn on an audience behaviour the brand did not author, because comments on the earlier Halloween influencer content showed people already freezing the tubes in warmer weather, giving Digital Voices a summer occasion that consumers had proposed themselves.

Rather than inventing a summer story, Digital Voices took the freezing behaviour surfaced in comment analysis back to Frubes and the two shaped #TryMeFrozen around it, positioning frozen Frubes as a summer snack to keep buying.

Creator content ran on TikTok and Instagram in the United Kingdom under the #TryMeFrozen hashtag, aimed at parents as buyers and at kids from 7 to 10, with Digital Voices handling creative strategy, negotiation, usage rights and repurposing, campaign management, paid advertising strategy and execution, and data analysis.

Digital Voices reports 16,100,000 total blended, exceeding targets by 89%, and 98.4% positive brand sentiment across all content, with EPOS data from the 8-week campaign showing a 6% increase in Frubes sales and an 8% increase in volume within physical stores.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Yogurt-buying customers in the UK, with parents as the key buyer audience and kids from 7 to 10 y/o as the consuming audience.
Warm weather changes what a snack has to be, and a chilled yogurt tube sold as a lunchbox item does not automatically read as a summer treat, so the work needed a use that made the existing pack belong to the season.
Yogurt is a repeat, low-consideration purchase where growth comes from frequency rather than novelty, which is the pressure Digital Voices addresses by reporting that the total category would have declined -1% without the growth in Frubes.
Frubes takes the role of endorsing a use its own buyers invented, because the agency brought the freezing behaviour from comment analysis to the brand and the campaign was shaped jointly rather than issued as a product claim.
The behaviour being asked for already existed in a small group and required no new purchase decision, so the campaign works as permission and instruction rather than persuasion, which suits a household product bought on habit.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Digital Voices (lead_agency)

Participation mechanic

  • The page frames #TryMeFrozen as a prompt to try freezing the tubes at home, so audience participation was the try itself, though the page does not describe entries, submissions or a creator challenge format.

Results & Evidence

MetricValueResult type
award nominations2 Award Nominations The Drum Marketing Awards and the Performance Marketing Awardsrecognition
category decline without brandWithout the growth in Frubes, the total yogurt category would have declined -1%.business
new consumers buying the brand+34% more consumers bought into the brand from the Frubes #TryMeFrozen campaign.business
positive brand sentiment98.4% Positive brand sentiment across all content.performance
repeat buyers in activation+47% more Frubes buyers made purchases at least twice in the 8-week activation.business
sales increase in physical stores6% increase in Frubes sales and an 8% increase in volume within physical stores during the campaign period.business
total blended16,100,000 total blended (exceeding targets by 89%).performance

Why Digital Voices's strategy worked

  1. 1

    Comment sections on completed campaigns can carry the next brief, because the freezing behaviour that shaped #TryMeFrozen was already stated by audiences on Halloween content rather than discovered through new research.

  2. 2

    A usage occasion that costs the shopper nothing extra travels well, since freezing an existing product asks for a change in handling rather than a change in basket, which reads as one reason +47% more Frubes buyers made purchases at least twice.

  3. 3

    Splitting the target between the buyer and the consumer appears to matter for a children's food brand, because the content had to hold kids from 7 to 10 while persuading the parent who actually pays at the till.

  4. 4

    Reading a brand's contribution against its category gives a firmer claim than a growth figure alone, which is what Digital Voices does by noting the total yogurt category would have declined -1% without the growth in Frubes.

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