MINI MELTS ICE CREAM
Mini Melts Ice Cream approached Cool Nerds Marketing to refresh and elevate their social presence across Instagram, TikTok, and Facebook. Our goal was to create content that felt fun, vibrant, and true to the playful spirit of the Mini Melts brand, while also being consistent, scroll-stopping, and shareable.
Mini Melts is nostalgic, colorful, and beloved by many, but we wanted to push beyond the expected and build a digital voice that felt as delightful as the product itself.
As the Social Media Strategist, I led the planning and direction of Mini Melts’ content strategy, overseeing creative direction, content calendars, campaigns, and platform-specific best practices. I also worked as one of the designers and videographers/video editors to guide visual storytelling across static, video, and animated content, ensuring everything aligned with our overall strategy.
In addition to consumer-facing efforts, I also led Mini Melts’ B2B videography and editing efforts, producing short-form videos and highlight reels to promote their kiosks, wholesale, and grab-and-go containers to business partners, retailers, and venue operators. These videos played a key role in helping the sales team showcase the product’s versatility and appeal in real-world settings—like stadiums, malls, and amusement parks.
Throughout our partnership, we also played a key role in guiding Mini Melts through a major brand transition and rebrand, shifting them from a nostalgic look and tone to a fresh, modern identity. We brought this transformation to life across all their social platforms with a new content style, refined voice, and a branded campaign at the annual IAAPA show in Orlando that introduced their updated look to both loyal fans, business partners, and new audiences.
Additionally, I was in charge of influencer outreach and launching campaigns to support new flavor drops like Cake Pop and Brownie Blast, secured creator partnerships that helped amplify these launches, and built excitement around their retail expansion into Wawa and 7-Eleven stores. We also helped concept and execute a larger campaign to formally introduce the new Mini Melts rebrand across social, supported by storytelling, teaser content, and community engagement strategies.
From social media strategy and creative execution to rebranding, influencer marketing, and B2B storytelling, our work with Mini Melts helped reintroduce a nostalgic brand to a new generation—while supporting growth at both the consumer and business levels.
Project Type
Product Photography / Social Media Design / Campaign Activation/ Influencer Activation / Videography & Video Editing
Client Name
Mini Melts Ice Cream
Content Strategist
Lauren Dean
Creative Direction
Lauren Dean
Gabbi Parrot
Videographers
Lauren Dean
Gabbi Parrot
Influencer Management
Lauren Dean
STATIC CREATIVES FOR SOCIALS
VIDEO CREATIVES FOR SOCIALS
Mini Melts wanted to drive awareness and buzz around their newest line of ice cream flavors. My role involved developing and executing a strategic influencer marketing campaign designed to spark organic excitement across TikTok and Instagram.
Over the course of three months, I managed end-to-end outreach and coordination with over 30 carefully selected micro and mid-tier influencers. I handled all influencer vetting, communication, and logistics.
Each PR box included a curated selection of new flavors, branded merchandise, and creative briefing materials to encourage authentic, engaging content. Influencers were chosen based on audience alignment, location, engagement metrics, and their potential to drive reach within Gen Z and millennial demographics.
Results:
Over 1 million combined views across TikTok and Instagram
Significant uplift in brand engagement and positive sentiment
Dozens of high-quality user-generated content pieces used in brand marketing
Increased traffic to Mini Melts’ website and retail partners during the campaign period
This campaign demonstrated the power of targeted influencer outreach, strategic gifting, and consistent relationship management to drive results and elevate product visibility at launch.
INFLUENCER ACTIVATION
MINI MELTS NEW FLAVOR LAUNCH PR CAMPAIGN
Mini Melts set out to drive foot traffic and product visibility for their grab-and-go ice cream containers at Wawa locations—where many customers didn’t know exactly where to find the product in-store. To address this challenge, I developed and executed a hyper-targeted influencer marketing campaign aimed at increasing in-store awareness and encouraging trial in key regional markets.
Over the course of two months, I led end-to-end coordination with 15 strategically selected micro and mid-tier influencers across Pennsylvania, New Jersey, Florida, and Virginia. I managed the full scope of the campaign—including influencer sourcing, communication, approvals, and tracking.
Each influencer received a custom PR kit featuring Mini Melts grab-and-go cups, branded merch, and a location-specific call to action encouraging their followers to visit their nearest Wawa. Influencers were chosen based on regional relevance, local engagement rates, and their ability to spark interest within family and Gen Z audiences.
Results:
Over 100,000 video views across all Influencers Instagram posts
Increased in-store foot traffic and mentions of Mini Melts at Wawa locations
High-performing videos used across Mini Melts’ own social channels
Boost in social engagement and local community buzz around the product
This campaign demonstrated the effectiveness of geo-targeted influencer outreach and tailored messaging in driving foot traffic and real-time product discovery at retail.
MINI MELTS IN WAWA CAMPAIGN
Mini Melts set the stage for a bold new chapter with the official reveal of their rebrand at IAAPA 2024 in Orlando, Florida. To generate authentic buzz and strengthen long-term partnerships, I spearheaded a campaign focused on inviting trusted influencer partners to be part of this milestone moment.
Leveraging relationships I had built and nurtured over past campaigns and those from last years IAAPA, I personally reached out to a select group of Mini Melts’ long-standing influencer collaborators from Florida. Each influencer was invited to attend the exclusive rebrand reveal and given all-access passes to IAAPA, ensuring they felt like valued insiders and key contributors to the brand’s evolution.
The goal was to create a memorable, immersive experience that allowed influencers to engage with the new brand identity firsthand—while documenting and sharing their behind-the-scenes to the event access with their audiences across TikTok and Instagram. From showcasing the refreshed booth design to capturing the energy and innovation behind the tradeshow, the influencers helped amplify Mini Melts’ next chapter with authenticity and enthusiasm.
Results:
Strengthened brand loyalty with 15 long-term influencer partners
Organic content that authentically captured the excitement of the rebrand and IAAPA event
High-quality video and photo assets shared across both influencer and brand channels
Elevated presence at IAAPA through real-time social documentation and influencer reach
This campaign underscored the power of relationship-driven influencer marketing, showing how deep-rooted partnerships can elevate brand moments and drive lasting impact.
