Digital Campaign for Baskin and Robbins India
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Transcript of Digital Campaign for Baskin and Robbins India
Case-1
Baskin Robbins India is looking to increase interactions with their online target audience and also wants to explore how it can engage with corporates. They are looking for good online-to-office campaigns that drive footfalls to their parlours. Choose an umbrella theme for their digital presence which can be leveraged across all platforms.
Campaign objective 1:
Engage and connect with the target audience such that the first thing that strikes them when they think ‘Ice Cream’ is ‘Baskin Robbins’
Campaign objective 2:
Online to office campaign to connect and position Baskin Robbins as a place to connect during ‘office breaks’.
Target audience 1:
10-40 years old
Urban
Target audience 2 (Corporate):
18-35 years old
Working corporates
Campaign 1 for 10-40 years old:
Platforms:
Current Likes:
7666064
Focus on:
Increasing likes by generating interesting content
Use the ‘post boost’ feature of facebook
Post content when the highest numbers of target audience is online.
Invest in generating more likes in a phased manner narrowing down
by interests of intended target groups.
Content:
Trivia:
Did you know kind of questions, for e.g:
#DidYouKnow Industrial production of ice cream begun in 1851 in
Boston, United States.
Contest:
Tell us what recipes can you make using Baskin and Robbins flavors,
upload videos or write a recipe on our FB page, most likes, comments
and shared video would stand to win a chance to throw a party for
31 of their friends.
So, this kind of stuff would be unique and engaging, also it would
build demand for Baskin and Robbins Ice Cream when people see
different things that can be made using Baskin and Robbins Ice
Cream.
Make the most of days like Valentines Day, Father/Mother’s day to
give away discount vouchers via facebook, where they can use some
code given on Fb to walk in store with father/mother’s on
father/mother’s day or girlfriend/boyfriend on Valentines day, and
other days like Friendship day, etc.
Baskin and Robbins should leverage such days especially to connect
emotionally with the target audience.
Campaign on number 31 (keeping in mind the 31 day/31 flavor
philosophy of Baskin and Robins):
Baskin Robbins can generate content or ask people who have liked
the page to generate content around the 31 theme, for e.g
31 reasons to vote this election season, 31 reasons to start writing
today, or else write to us of 31 ways to congratulate our successful
ISRO Mars mission team, unique ways would be chosen and they
stand to get Baskin and Robins Ice cream for 31 days, etc.
Youtube:
Official youtube page for Baskin Robbins India.
User generated content should be uploaded here
Videos of FB ice cream recipe content should be uploaded on
Youtube.
Baskin and Robbins India should make use of pre rolls on
Youtube because of increasing number of people on Youtube to
watch their favorite videos.
Twitter:
Currently @BaskinRobbins page on twitter has 118K followers but
and the page is updated from Canton, Massachussets, not making the
most of Indian festivals etc.
A recommendation would be start an @BaskinRobbins India page so
as to connect with India audience and make use of Indian holidays
and festivals which are different from USA, for instance
#BaskinDiwali could have been made especially during Diwali to
increase retweets during Diwali and connect basically the Diwali and
Ice cream concept across platforms.
Softwares like Socialbro can be used to know the Indian followers,
influencers, etc. on Twitter and relevant tweets from the
@BaskinRobbinsIndia twitter handle should be made when most of
them are online, etc.
#INeedIceCream:
People can tweet their reasons for having ice cream with
#INeedIceCream and @BaskinRobbinsIndia, the most favorited and
retweeted tweet would actually be invited to come and have ice cream
at one of the outlets, etc.
Instagram:
45963 followers currently
Daily photos of 1 flavor for the entire month
Integration of recipe thing from FB, uploading pictures of best
looking stuff that people uplaoded on FB using Baskin and
Robbins Ice cream.
Targeting corporates:
Some facts:
Baskin and Robbins have 44 stores in Mumbai itself and many of
them around corporate offices for e.g Chandivali, Marol Maroshi,
etc., hence during break times or after office hours, focus can be on
to build in footfalls
Digital platforms for corporates:
Most important would be platforms like Yahoo, etc.,
Log out page ads.
On Fb:
Generating content to promote break hour conversations over an ice
cream.
Contest:
Tell us 5 things you during breaks, interesting answers gets to try
new flavors at Baskin and Robbins
Trivia:
On the lines of #DidYouKnow: Excessively sitting on computers
with the same posture increases risk of back pain, etc.
Break hours made fun, things to do during breaks, etc articles where
consumption of Ice cream is plugged.
Working professionals would be asked to upload their selfies as they
surprise a colleague in their office, the most liked, etc. selfie gets
discounts when he/she visits with the person they surprised.
#ISurprisedX, x indicating the name of that person
Twitter:
#BaskinBirthday @BaskinRobinsIndia where employees
specifically can upload the photos of their colleague whose
birthday is today, such people get group discounts at the
nearest BaskinandRobbins outlet, this would drive in store
footfall.
@BaskinRobinsIndia would upload #FlavorOfTheDay where
employees gets a discount during office hours on that flavor.
Google ad sense:
Google is one of the highest used platform by
corporates, thus targeted ad using google ad sense
can be a sensible investment by BaskinRobbins.
Case 2-A digital campaign I liked
The Campaign Philips ‘Mumbai in a New Light’
•To show ‘what light can do’
•Lit up Mumbai’s most iconic Gateway of India with its advanced
LED lighting systems having a 16 million colour palette.
•The visual makeover commenced on the evening of Jan 24, 2014
•The milestone event was extended on to digital too, with people
participation through social media.
•Besides sharing their ideas, one can see suggestions from others on
the microsite. These ideas could be shared on Facebook and Twitter
using the hashtag ‘#MumbaiInANewLight’. Select ideas were read
out at the lighting ceremony at the Gateway and at select locations
across the city. The event also saw photography and painting contests
for people, which have been shared on the social networks.
•FB :
•The Facebook page of Philips Lighting India had been gearing up
fans earlier in the month. A cover photo announced the upcoming
makeover of the Gateway, while wall updates invited ideas to help
make Mumbai brighter. Fans needed to share ideas along with the
campaign hashtag, while the microsite link was shared with them.
Post the Gateway lighting ceremony and livestreaming,
a Facebook app has been created where fans can experience
the lighting themselves. After you like the page, the fun app
lets you illuminate the Gateway any which way you like. Share
your creativity using the campaign hashtag
#MumbaiInANewLight on your timelines and get maximum
likes to win goodies.
Pros:
Engagement.
Using emotional connect in terms of getting associated with a
historical and much revered monument.
User generated content.
Use Of App to make it interesting.
Most platforms were covered.
Cons:
Cost will be high to illuminate the whole monument.
Security and permissions at such locations would take long.