Ice-cold creativity: how we grew reach for The Ice Co

How do you make ice cubes look authentic on camera without blowing the budget? For The Ice Co, two key challenges stood out:

• Creative complexity: Ice cubes are difficult to render with AI. Their texture, transparency and form required refined prompting and iteration to achieve realistic visuals.
• Paid performance: The brand needed a strategy that turned these assets into meaningful reach and engagement. With supermarkets driving sales, success meant impressions, clicks and traffic - not direct ecommerce revenue.
  
  

The task was to deliver videos that looked professional, worked hard on social platforms and reached the right audiences with measurable results in supermarket sales.

Our challenge was to ensure the creative assets translated effectively into paid media, with precise audience targeting and optimisation to deliver tangible results against budget.

AI video production

We built a streamlined AI-first workflow to create three high-impact videos:

• Concepting & planning: Video flows and storyboards were mapped, with all initial prompts and concept images generated in ChatGPT.
• Asset creation: Visual assets were produced through a mix of VEO 3, Kling AI, Midjourney, and Envato Elements AI video tools. Particular focus was placed on refining prompts to achieve realistic ice cube visuals.
• Animation & assembly: Base images were animated within the chosen video AIs, then enhanced with sound effects and music sourced from Envato.
• Editing & branding: All assets were brought together in Adobe Express, where we layered branded animated text and stitched final sequences into cohesive videos.

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Paid media strategy

Alongside the video production, we developed a paid media campaign to maximise visibility.

We used Meta Ads Manager to reach Ice Co’s ideal audience, focusing on individuals with interests in grocery shopping, home entertaining, and mixology. 

Meta’s advanced behavioural and lookalike targeting enabled us to connect with users most likely to engage with Ice Co’s content and convert into customers.

The strategy combined creative planning, rigorous campaign setup and ongoing optimisation, structured into four key stages:

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Concepting & planning

• Audience strategy: Developed detailed targeting profiles including supermarket shoppers, cocktail enthusiasts and entertainment-focused demographics.
• Placement optimisation: We prioritised short-form video (Reels, Stories) and mobile-first experiences to maximise reach and attention span.
• Forecast creation: Our PPC specialists produced projected campaign performance models, giving The Ice Co clear expectations on clicks, impressions and landing page views relative to budget.

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Ad creation

• Creative adaptation: Repurposed Ice Co’s AI-driven videos optimised for Meta placements.
• Copy variations: Developed a suite of headlines, descriptions, and CTAs across ad sets, ensuring Meta’s algorithm could test and optimise towards the best-performing combinations.
• Full-funnel setup: Configured campaigns with awareness and conversion objectives, ensuring coverage at every stage of the customer journey.

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Launch & optimisation

• Performance monitoring: Tracked engagement metrics (CTR, CPC, CVR) daily, feeding insights back to the client.
• Ad copy & landing pages: Reviewed and updated in line with the client

The campaign exceeded forecasted expectations:

• 655,000+ impressions and 595,000 reach delivered at a lower CPM than forecast.
  
  
• Paid social drove over 11,000 additional website sessions, with tracked outbound clicks through to supermarket stockists including Tesco, Sainsbury’s, Waitrose and Ocado.

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Our PPC campaign not only amplified the impact of Ice Co’s AI-driven video production but also demonstrated how data-led targeting and creative optimisation can turn brand storytelling into direct commercial results.

We delivered three professional, visually compelling marketing videos that captured the crisp, detailed look of Ice Co’s signature product while showcasing the speed, flexibility, and creative potential of AI-driven video production.

The Meta campaign validated this approach, achieving above-forecast engagement and proving how AI production, combined with smart targeting, can deliver measurable brand impact.