Häagen-Dazs Germany Invests in GenZ Talent with Social Media-led Competition

In a bid to change a group of young people’s lives forever, Häagen-Dazs is turning words into action in the latest instalment of their #DontHoldBack brand platform. 

Launching across Germany via a social media-led competition, the overall goal is to find and mentor the next generation of ambitious entrepreneurs. Using a democratic selection process, Häagen-Dazs is helping people to turn their side-hustles into long-term and life-changing careers. Split between a diverse mix of performers, artists, and business owners – the core idea is to encourage young leaders to be fearless in their decisions, whilst providing them with the tools to reach their potential.  

With the campaign running until the 28th of November, the free-to-enter competition is being promoted with a combination of paid social and influencer activity. Users are then encouraged to sign up via a microsite, describing their passion project in less than 100 words and one video only.  

To incentivise contestants, the social campaign offers billboard advertising, world-class mentoring and a €3000 bursary. The concept and creative was developed by Space, and serves as an Autumnal push for Häagen-Dazs Germany’s top three flavours. 

Three winners, chosen through a judging session, will be given the chance to work 1-1 with a leading business mentor who will collaborate on a game-changing, multi-media business plan – helping them to turn what they love, into what they do.  

Finally, the three winners will be paired with the brands renowned flavours, either Salted Caramel, Macadamia Nut Brittle or Vanilla Caramel Brownie for a Häagen-Dazs Germany billboard campaign at Berlin’s Mercedes-Benz Arena.