5 lessons on activating celebrity superfans

Ice cream company Carvel created an uplifting moment and helped one of its best-known fans celebrate an important birthday.

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Activating celeb superfans

For brands looking to grab bigger audiences, a celebrity partnership can often be the prefect play.

But what if a celebrity is already a fan?

That’s the fortunate position Carvel found itself in with Kelly Ripa, co-host of the syndicated talk show “Live with Kelly and Ryan.” Ripa has shared her love for the company’s “Fudgie the Whale” cakes on air before, so the brand knew that it had an opportunity to score a big media hit with Ripa.

The team decided to surprise the host on-air for her birthday:

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