Ralph's Famous Italian Ices, a summer staple in New York, has had a large following for 85 years. Until now, though, they have never had an effective web presence. The challenge was simple: establish and grow their largely college-aged fanbase on Facebook, Twitter, and Instagram. And do it without paid advertising.
I created a voice and a look for the brand that engages users across a variety of platforms.
To a degree, yes. My goal was to create an effective voice that entertained an already engaged audience. Ralph’s is an Italian ices stand that families had grown up with over multiple generations; it wasn’t difficult to find the audience or subject matter to post about. The audience was relatively fractured, though, because there were around a hundred franchises who already had their own social accounts before we began work, so we never really reached our potential, but I think the brand voice established set the right tone for the interactions people were looking for.
You need to pay to play. While the brand voice I created for Ralph’s resonated with some of the more engaged members of our aidences, the rest of the audience didn’t even see it. I was working on the brand when Facebook tanked organic traffic to pages, and we didn’t have a budget to promote the social accounts. One-on-one interactions were great, but we didn’t reach any sort of audience at scale. So I liked what we did, but I wish we had more of an impact across the board. It would have allowed us to do a lot more, like running contests and more interactive campaigns.
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