Turning TikTok Demand into Same-Day Orders for Ben & Jerry’s

Ben & Jerry’s sees consistent engagement on TikTok, where consumers regularly share and interact with the brand’s content. While the platform played an important role in discovery and consideration, that interest didn’t easily translate into ordering.

Ice cream is often purchased on impulse, and timing matters. Without a way to move from discovery to immediate ordering, social engagement didn’t consistently translate into revenue. Recognizing this gap, WITHIN saw an opportunity to connect TikTok demand to same-day purchases through DoorDash Offsite Ads.

WITHIN led Ben & Jerry’s as DoorDash’s first beta partner for Offsite TikTok Ads, creating a direct connection between TikTok engagement and same-day ice cream delivery. The goal of these ads was to make it easier for consumers to move from discovery to purchase while keeping the experience native to how people already use TikTok.

WITHIN leveraged DoorDash’s first-party retail data to reach recent ice cream purchasers and high-intent consumers on TikTok. Creative was prioritized based on existing TikTok performance and paired with tailored DoorDash landing pages built for fast conversion. Rather than focusing on a single hero product, the landing pages featured multiple products, allowing users to browse and order based on their preferences.

WITHIN launched the campaign during peak ice cream season and National Ice Cream Month, ensuring the format was introduced when category demand was high. DoorDash’s measurement made it possible to track how TikTok ads translated into orders, allowing WITHIN to directly connect media exposure to performance.

Using DoorDash Offsite Ads on TikTok, WITHIN helped Ben & Jerry’s achieve a return on ad spend (ROAS) 47% above benchmark, with nearly half of orders coming from new-to-brand customers and a 16% lift in average order value (AOV).

This campaign proved that awareness media can also drive conversion. By connecting TikTok engagement to DoorDash orders, WITHIN bridged the gap between the upper and lower funnel, showing how social engagement can translate directly into revenue.