Campaign Objectives
● Introduce Cuisinart as an established brand in kitchen appliances and homemade ice cream;
● Raise awareness of the different types of ice cream makers and the key factors to consider when choosing one;
● Spark active discussion and encourage users to share their personal experience and preferences;
● Build trust through authentic content and the first-hand impressions of a real user.
Strategy
The campaign was built around a themed discussion on the platform about choosing a home ice cream maker.
The discussion centered on the question “Compressor or no compressor?”, and users were encouraged to share what matters most to them when choosing – price, size, convenience, the ability to make ice cream at any time, warranty, brand and more.
To make the discussion more useful and engaging, the thread also included an accessible, practical overview of the main differences between machines with and without a compressor.
An influential, longtime forum member also joined the campaign – Жаки ★, who shared her personal impressions of the Cuisinart Freeze Ease, along with her favourite recipes and the results she has achieved with the machine. This added an authentic user experience to the communication and complemented the product information presented.
The campaign also featured a prize draw – a Cuisinart Freeze Ease ICE90E compressor ice cream maker, with entry open to users who answered the three questions in the discussion.
Results at a Glance
| Metric | Value |
| Total Reach | 58,187 |
| Impressions (Native & Game) | 409,992 |
| Topic Engagement Rate | 96.93% |
| Number of Comments in the Discussion | 271 |
| Topic Views | 5,138 |
| Average Time per Active User | 1 min 23 sec |
User Feedback
The discussion gave users the chance to share their personal preferences and the factors that shape their choice of an ice cream maker.
Particularly valuable was the way community opinions were combined with real user experience. Zhaki ★’s personal review made the content feel more authentic and gave the audience a practical perspective on using the product.
When Useful Content Meets Real Experience
The campaign showed that when content is useful and speaks to people’s real needs, conversation happens naturally. The thread provided practical information, prompted people to share personal experiences and was complemented by a review from an influential user who described her own impressions of the machine. In this way, Cuisinart did not simply present its products – it started a closer, more credible conversation with the BG-Mamma community.