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.

Spec, self-initiated, or academic work, never run for a paying client. Judge the thinking, not the numbers.

Provenance

Spec or academic

Brand studied

Roll Me Up Ice Cream

Industry

Hospitality · Dessert · QSR

Role

Spec or academic · Campaign Strategist

Year

2026

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

Case Study · 17

"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.

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.

What the build proves

●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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