WALL'S

LICKSCROLLING

PR KV Large FINAL

Could a smartphone feature become a social trend?

And could that trend sell ice cream?

THE CHALLENGE

With summer around the corner, Wall's needed to launch the "Mad for Wall's" platform in the UK alongside the brand's new global social channels. The brief was to put favourites like Solero, Calippo and Twister front of mind and prove the brand could show up with the playfulness and cultural fluency Gen Z expects. But how do you turn a summertime treat into a springtime social trend?

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THE APPROACH

With creative developed by LePub, we tapped into a little-known smartphone feature that uses head tracking to detect tongue movement, allowing users to scroll hands-free. We repurposed it as a tool to train Gen Z's tongues for ice cream season, replacing the most iconic social media gesture, scrolling, with ice cream's most iconic one: licking. All without creating any new tech, simply by hacking an existing one.

We led the influencer strategy and delivery, launching with 15 creators and UK celebrity GK Barry, all adopting the quirky gesture firsthand. The campaign culminated in a competition that rewarded the best-trained LickScroller with a year of free ice cream and a summer holiday.

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THE IMPACT

LickScrolling proved that the most effective social ideas start with the simplest human insight. By turning an everyday behaviour into a playful, shareable moment, the campaign earned massive organic momentum, racking up millions of video views and reaching millions of unique viewers with strong engagement across TikTok. The campaign marked the debut of Wall's new global owned social channels and set the tone for how the brand shows up in culture: tongue-in-cheek, participatory and built for the feed.

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40M

video views

25M

viewers

118K

engagements