A decade ago, Ben & Jerry’s leveraged its experience in online social activism to inform its pivot to e-commerce marketing. The company had been focusing on acquisition-driven media buying in its activism campaigns, which provided valuable insights into creative and targeting strategies.
Because the frozen food industry was slower to embrace e-commerce, Ben & Jerry’s used this head start to apply those lessons to its e-commerce media efforts. This early experience helped the brand navigate the e-commerce space more effectively.
Social activism has always been central to Ben & Jerry’s identity, and the brand initially grew through word-of-mouth rather than traditional advertising. Over the last decade, the company has embraced social media, combining both traditional brand advertising with its activism efforts. By working with a hybrid team of in-house creatives and external agencies, Ben & Jerry’s has balanced its marketing approach, aligning its messaging with its social values and core mission.
Ben & Jerry’s Leverages Activism Roots to Master E-Commerce Marketing and Drive Brand Loyalty
While many brands have recently shied away from activism due to backlash and boycotts, Ben & Jerry’s remains steadfast in its commitment. The company has long championed social issues, making activism part of its brand purpose from the outset. Jay Curley, the company’s global head of integrated marketing, emphasizes that Ben & Jerry’s activism isn’t a trend but a core reason for its existence. Despite shifts in the industry, the brand sees itself as a leader in the space, continuing to push forward with its mission.
Ben & Jerry’s marketing team collaborates closely with its activism department, which is run separately from product campaigns. The activism team consists of professionals from political and NGO backgrounds, who guide the company’s strategy on social issues. The marketing and design teams then create campaigns that connect with fans and inspire them to join these movements. This partnership ensures that Ben & Jerry’s activism campaigns are grounded in genuine efforts rather than typical marketing tactics.
The authenticity of Ben & Jerry’s activism-led marketing approach is a key factor in its success. According to Eunice Shin, CEO of the Elume Group, the brand’s bold and unapologetic stance on social issues resonates with consumers because it aligns with its long-standing values. Ben & Jerry’s consistency in its activism has helped it build trust and credibility, allowing the brand to stand out in a marketplace where authenticity is increasingly important.
