Celebrating in Scoops: Selecta Unites Ice Cream and Filial Piety with SB19’s “MaPa”

The #MaPaSelectaMuna campaign aimed to elevate Selecta’s relevance in the highly competitive media landscape, strategically countering a decline in sales during the initial half of 2023 attributed to a lack of excitement in the ice cream market. Its digital outreach achieved remarkable results, garnering 198K impressions and 50K interactions on Facebook, while TikTok attracted a whopping 5.5M participants. The “MaPa” music video made waves with over 120 million views on Facebook, 12M on YouTube, 700 organic TikTok posts, and even attracting the global community with 50 reaction videos on YouTube from fans worldwide. The photocard promotion on Facebook generated 15M views, contributing to EUR78,700 in earned media and surpassed expectations, achieving 106% of its business case. Overall, this success marked a turnaround for Supreme, whose annual revenue of EUR100 million rebounded from a -5% decline in the first half of 2023 to a remarkable +5% growth in the second half.