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How TikTok Drove Thousands of Shoppers to Find Baskin Robbins at Home

TikTok-Driven Cravings: Turning Grocery Ice Cream into a Viral Sensation

Client & Market Overview

Baskin Robbins is a legacy ice cream brand, now expanding its “At Home” grocery line to reach new audiences beyond scoop shops. Competing in a crowded, price-sensitive frozen dessert market with heavyweights like Häagen-Dazs and Tillamook, Baskin Robbins at home needed to modernize its approach to reach Gen Z and Millennial shoppers—especially as inflation and aggressive promotions challenged growth. Their goal: drive engagement, audience growth, and online sales through digital innovation and social-first storytelling.

Marketing Challenge

Baskin Robbins at home faced flat TikTok follower growth and modest engagement, despite strong brand equity. The challenge was breaking through on a platform dominated by trends and UGC, while translating social buzz into measurable retail sales and sustained audience growth—all without cannibalizing scoop shop business or losing brand authenticity.

The Missing Ingredient (Insight)

The breakthrough: Leaning into TikTok-native content—real-life shopping, bright visuals, and influencer-driven moments—Baskin Robbins at home connected grocery ice cream with everyday celebrations. By showcasing authentic, relatable scenarios and leveraging viral trends, we transformed passive viewers into engaged fans and online shoppers.

Instagram Services Deployed

Creative Strategy & Production

Paid Media Management

Community & Influencer Management

Results & Impact

Baskin Robbins’ at home TikTok campaigns delivered over 10.7 million video views, 73,000+ landing page visits, and 13.5 million impressions to date.

Paid media efficiency improved quarter-over-quarter, with CPLPV dropping by more than 55% year-on-year. While TikTok follower count fluctuated, campaign-driven traffic and retail sales rose, with spikes aligned to key launches and seasonal moments. These results far outpaced prior benchmarks.

Influencer/Community

Collaborated with micro-influencers for authentic storytelling, achieving engagement rates of 5–8%.

Community management efforts fostered meaningful conversations and brand love.

Execution Highlights

Paid Media: Optimized TikTok ad spend to deliver over 10.7M video views and 73,000+ store locator landing page visits, with cost-per-LPV dropping 50%+, well below CPG benchmarks.
Creative: Top-performing creative featured no-talking, visually rich, trend-based formats and highlighted both product variety and relatable shopping moments including retailer call outs and POV shopping experiences.

Key Takeaways

TikTok-native, trend-driven creative is essential for driving both reach and measurable action in CPG.
Authentic influencer partnerships and relatable, everyday moments outperform polished ads for engagement and conversion.
Continuous creative testing and mid-funnel optimization deliver sustained cost efficiency and sales growth.

Results

Baskin Robbins’ at home TikTok-driven grocery campaigns turned ice cream into a viral social moment with powerful business impact:

10.7M+ TikTok video views and 13.5M+ impressions, making grocery ice cream trend-worthy
73,000+ store locator landing page visits generated directly from TikTok content
Influencer content achieved 5–8% engagement rates, outperforming polished ads
Cost per store locator engagement down 55% year-on-year, proving efficiency gains through creative testing
Campaign-driven traffic and sales spiked with key launches and seasonal moments.