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SMM-promotion of an ice cream brand on TikTok

How to increase the number of subscribers and get millions of views with an effective promotion strategy

#SMM

Input data

Client: Mini Melts – unique ice cream in granules.

Problem:

among parents, there was a persistent distrust of ice cream due to the belief that most desserts contain dyes, flavors and preservatives (fear of chemicals);
the market usually offers monotonous ice cream formats without an element of novelty, so consumers saw no reason to try something new among similar offers.

Work period: 4 months.

Tasks:

building brand awareness;

warming up the audience before the start of the season;

attracting a youth audience;

consolidating the association that ice cream in granules is Mini Melts.

List of works:

We developed a strategy that combines emotionality, lightness and humor. The main focus is to show the naturalness of the product without intrusive advertising through native delivery and to attract young people through entertaining content delivery.

We created a content plan that covered key categories: reputational, entertainment, informational and trending.

We organized and conducted the first shootings, ensuring high-quality visuals and a recognizable brand identity on TikTok.

We launched content publishing, monitored audience engagement and reactions in real time.

We carried out daily moderation of comments – responded to feedback, worked with objections and formed a positive brand reputation on social networks.

We constantly conducted analyses on the effectiveness of the categories, based on which we optimized the content plan: strengthened categories with the highest level of interaction and adapted the presentation style to the interests of the audience.

Results

Examples of category design

Comparison of the previous and new design

Before (post design before cooperation with us)

Comparison of the previous and new design

After (post design after our implementation design concepts)

Comparison of the previous and new design

After (post design after our implementation design concepts)

The number of followers on the TikTok page increased from 29 to 7,068

Average views – approximately 100,000 per month

Views before cooperation with us (April 2025)

Views during cooperation with us (June 2025)

Results

Examples of category design

Comparison of the previous and new design

Before (post design before cooperation with us)

Comparison of the previous and new design

After (post design after our implementation design concepts)

Comparison of the previous and new design

After (post design after our implementation design concepts)

The number of followers on the TikTok page increased from 29 to 7,068

Average views – approximately 100,000 per month

Views before cooperation with us (April 2025)

Views during cooperation with us (June 2025)

Conclusions

The implemented strategy allowed the Mini Melts brand not only to declare itself, but also to take a recognizable place in the ice cream category.

Thanks to a comprehensive approach, a combination of emotional, entertaining and native advertising content, it was possible to change the perception of the product.

The content strategy, built on naturalness, light humor and interactivity, ensured a significant increase in indicators and formed a positive brand image.

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