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Unilever wanted to raise awareness for their ice cream line Crunchy and launch the new summer flavors in a fun and positive tone.

Two digital talents in the Finnish comedy genre introduced the ice cream in their authentic style. Justimusfilms created a video, “The Summer Guy”, with its hilarious main character being a real summer and ice-cream enthusiast. In addition, Karoliina Tuominen created a short comedy film on Instagram together with an Instagram photo, which had a fun reference for the the Summer Guy as well. She also visited the Iso Omena shopping center in Espoo, meeting followers and promoting the ice cream on Snapchat.

The Summer Guy was the second most watched video on Justimusfilms’ channel in June and reached over 1 million minutes of watch time, 250K views and over 600 shares on social media already on its first week online. Karoliina’s Instagram posts also sparked super positive response, gaining attention over expectations and activating followers to participate in a Crunchy-related contest as well.

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