Influencer Campaign · 2026

Roll Me Up Ice Cream, Roll the Moment

A three-month influencer-led social campaign, 'Roll the Moment', for a rolled ice cream brand whose product is genuinely shareable, designed to turn the rolling process into highly visible TikTok and Instagram content.

Client

Roll Me Up Ice Cream

Industry

Hospitality · Dessert · QSR

Role

Campaign Strategist

Year

2026

Hand holding a swirled pastel ice cream cone against a sunny pink and yellow wall.

Case Study · 15

"The product is already a piece of content. Customers are eating dessert, but they're also recording the rolling. The campaign just has to give them a reason to post it under a hashtag."

Objective

Increase brand awareness on social media, drive customers to the store, improve engagement (likes, comments, shares) and encourage user-generated content among 16-30 year-olds, couples and trend-driven dessert lovers.

Result

A campaign plan with $8,000 budget split (62.5% influencer collabs / 25% paid boosting / 12.5% product gifting + packaging), content type system (ASMR rolling, first-reaction, aesthetic close-ups, BTS, customer experience), TikTok-first influencer strategy and KPI framework launching July 1.

Deliverables

·Brand overview, USP and target audience
·Campaign concept ('Roll the Moment') + #RollTheMoment hashtag
·$8,000 budget plan with three-bucket split
·Content strategy + visual direction (bright pastel palette)
·Influencer channel strategy (TikTok + IG Reels + IG Stories)
·Six content types from ASMR to UGC
·KPI framework (impressions, engagement, video views, conversions, UGC volume)

Skills applied

Campaign strategyInfluencer strategyContent planningHospitality marketingUGC programs

Challenge

Rolled ice cream is a category designed for short-form video, but Roll Me Up's content wasn't translating its strongest asset, the rolling process happening live in front of the customer, into systematic social distribution.

Insight

The product is already a piece of content. Customers are eating dessert, but they're also recording the rolling. The campaign just has to give them a reason to post it under a hashtag.

Strategy

●Anchor the campaign on the rolling process, the moment that's already inherently shareable, and brand it under #RollTheMoment.
●Lead with TikTok for viral velocity, mirror to Instagram Reels for aesthetic depth, use IG Stories for promotions and BTS.
●Stack six content types so the brand never runs out of fresh footage: ASMR rolling, first-reaction, aesthetic close-ups, BTS, customer experience, challenges/giveaways.
●Sequence the launch to peak summer demand (July 1) and extend into Q4 themed moments (back-to-school, Halloween, holidays).

Execution

●Wrote the campaign brief, USP and audience profile.
●Allocated the $8,000 budget across influencers ($5,000), paid boosting ($2,000) and gifting/packaging ($1,000).
●Specified the visual direction, bright pastel palette, fun energetic vibe, focus on movement and texture.
●Mapped the influencer channel strategy across discovery → engagement → action.
●Built the KPI framework tracking the full customer journey from impressions to conversions to UGC.

Outcome

●A campaign that turns the product itself into a recurring content engine.
●A clear hashtag and content-type stack the team can ship against weekly.
●Budget discipline that protects creator spend (62.5%), the highest-leverage line item.

Key Learnings

●When the product is the content, the campaign job is distribution, not invention.
●Seasonal sequencing (summer peak → Q4 themed) extends a single campaign idea across two halves of the year.

What I Would Do Next

●Run a creator audition week to lock the first ten partners before July 1.
●Pilot a 'Roll Your Moment' in-store sign that prompts customers to post under the hashtag for a free topping.

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