The hub will connect fans through real-time conversations about the ice-cream brand across social media platforms. The Unilever brand is known for running tactical campaigns to promote social change and plans to use the hub to galvanise support for upcoming activity.
Additionally, the business says the “brand platform” will plug into other events on its marketing calendar.
Users will be able to access aggregated updates from the likes of Twitter and Facebook from a single destination.
It aims to give fans who visit the hub, which sits within its main site, a broader view on what is being shared online rather than constrict it to one social network at a time. It is hoped that by raising awareness for their new products and campaigns in this way, Ben & Jerry’s can convert more fans into advocates while gaining deeper insight into how its content is shared online.
The platform follows launch of the brand’s biggest-ever pan-European digital campaign. Earlier this month, the brand created an online platform in partnership with digital agency Maynard Malone to support a sampling tour across 13 markets. It integrates feeds from Twitter, Instagram and Facebook for fans to access itinerary details, maps and photography from the tour.