"All of the activism media buying we had done [online at the time] was all about acquisition where you're buying cost per acquisition versus reach," explained Jay Curley, Ben & Jerry's global head of integrated marketing. "Everything we learned from that in terms of creative best practices, targeting best practices and what not, we were doing in activism first." This foundational experience gave Ben & Jerry's an edge in adapting to e-commerce marketing despite being in a delayed market.
"Activism has been a core part of the Ben & Jerry's brand since the beginning. While it initially relied on word of mouth to grow rather than traditional advertising channels, the brand has leaned heavily into social media over the last decade," Curley stated, highlighting the company's balance between brand advertising and social activism.
"Over the last year, many marketers have moved away from commenting on social issues or making activism part of their brand purpose. This shift has come as there has been a proliferation of boycotts, with an anti-woke backlash hitting brands..." This indicates a significant change in the marketing landscape that Ben & Jerry's continues to navigate.
"However, with Ben & Jerry's social activism part of its foundation, the brand doesn't have plans to change course." This remark emphasizes the company's commitment to its principles, regardless of current market trends.
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