We all know that letting out a scream can sometimes feel ridiculous, but if done right, it can also make you feel ridiculously better. Yasso, Unilever’s popular frozen yogurt dessert brand, had recently introduced its largest advertising campaign in the company’s 12-year history, titled "Ridiculously Better," to promote their better-for-you desserts. Then, with tensions in the world seemingly at an all-time high, the Yasso team wanted to kick off an experience during Mental Health Awareness Month in May that would offer consumers the opportunity to participate in a ‘ridiculous experience,’ and also reinforce activities and dietary choices that would be beneficial for the mind, body, and soul.
Giving consumers a snacking experience they could feel good about, plus also proving that you don’t have to sacrifice taste with better-for-you snacks, Yasso’s “I Scream for Yasso” campaign aimed to put a twist on the popular expression “I Scream for Ice Cream” by creating a scream booth experience that would aid consumers in letting out their frustrations in a joyful way, in exchange for various Yasso perks and rewards.
Since launching in 2011, Yasso has built an exceptionally strong following of brand advocates and loyalists. Attracting a more health-conscious and adventurous group, Yasso’s target audience is primarily built of individuals aged ~50 on average, with a slight lean toward females (58% women, 41% men), and report an average household income of around $73,000. These consumers support families with college-aged or just out-of-home children, are deeply committed to making healthier choices and are willing to pay more for snacks that align with their values, plus seek options that strike the perfect balance between delicious and nutritious.
Inspired by the popular expression “I Scream for Ice Cream,” the “I Scream for Yasso” tour showed the country just what to do when ‘chip happens.’ Working in partnership with MullenLowe U.S., the experience kicked off in New York City with a broadcast integration on The Drew Barrymore Show, plus through an additional partnership with Ross Mathews, a note-worthy American TV host and personality, the “I Scream for Yasso” tour quickly became a standout success.
Traveling between May 21st and June 18th, the experience strategically targeted four more of the nation’s most stressed cities, intentionally activating around some of the cities’ most stressful locations, including the DMV, public transit, and city hall. At each stop, consumers were invited by brand ambassadors to step inside the Yasso branded I Scream kiosk booth, where they gave their best scream towards a shareable scream-o-meter that captured and reported decibel levels. Feeling ridiculously better already, participants were then escorted over to the Yasso I Scream truck that was flanked by larger-than-life Yasso bar structures. Here, they could select from a variety of eight complimentary treats, plus receive a coupon to redeem a complimentary box of desserts from local retail stores. Lastly, to enter for a chance to win an entire year’s supply of Yasso, consumers were prompted to share their kiosk-recorded screams on social media as part of the #ISCREAMFORYASSO giveaway, while consumers at home could participate in the fun by posting a scream video on social from the comfort of their own homes.
To close out the experience, brand ambassadors educated consumers on the dessert’s high-protein, low-calories benefits and the diverse range of Yasso products. Consumers were left with an influx of knowledge on Yasso and its offerings, and most importantly, left feeling ridiculously better to take on the rest of their summer!
The most unique element of the “I Scream for Yasso” campaign was our Yasso-branded I Scream kiosk booth. Standing at 10-feet tall and offering two adjacent sound-proof spaces, guests were attracted to the activation by the eye-catching, colorful Yasso branding, ‘melted’ roof showcasing the “I Scream for Yasso” logo and tagline, and a larger-than-life frozen yogurt bar.
Inside the kiosk, guests were asked to follow a series of prompts on a Yasso programmed iPad, providing an opportune data capture moment for the brand. Next, while facing a brightly lit ring light for optimal camera quality, participants were prompted to ‘let it allll out’ with their loudest scream towards the scream-o-meter, which captured the stress-relieving moment through a video recording and reported on the user’s decibel levels. Once the experience completed, the recording was sent to the consumer via email to promote on their social media and enter for additional giveaways using the #ISCREAMFORYASSO hashtag.
Noting the requirement for durability, plus ease of assembly and breakdown, the playful design of the kiosk and convenient use of technology helped drive significant success for the “I Scream for Yasso” campaign as it toured five major cities in a month’s time.
Upon campaign completion, "I Scream for YASSO" was a resounding success, resulting in 622M+ total earned impressions (which surpassed goal by 887%!), 5.5K+ samples distributed, 3.5K+ Scream Booth participants, and 2K+ data entries. Additionally, the campaign experienced sales lifts of +85% in Denver and +32% in New York City (where local retailers also completely sold out of product!), leaving a lasting impression on consumers (ie. screaming for more Yasso!) and resulting in positive consumer testimonials such as:
Consumers loved the mobile tour and brand:
“I have never noticed Yasso products in stores before, but now that I know the name I will definitely remember it when I see it on the shelf.”
“I really needed that scream, and I didn’t know how much I needed a Yasso.”
“Feeling better after letting out a scream!”
“I feel ridiculously better.”
“Yasso solves me and my husband’s marital disputes.”
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