Dunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
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M E M B E R M E E T I N G 3 9 S O C I A L M E D I A . O R G Dunkin’ Brands Melanie Cohn Dunkin’ and influencers Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
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Transcript of Dunkin' Brands: Dunkin' and influencers, presented by Melanie Cohn
MEM
BER MEETIN
G 39
SO
CIALMEDIA.ORG
Dunkin’ BrandsMelanie CohnDunkin’ and influencers
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 39Chicago5-3-2016
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Dunkin’ & Influencers
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Prime Influencer Example?
Here’s My Story.
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ited. Mission: Take Cube from Drab to Fab
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I Turned to Instagram, Landing on this ‘Grammer Whose Style I Love
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Instaprint Desk Decorations…Genius!
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I Clicked On Their Instagram...
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I Checked Out Their Website…
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And Here’s My Desk Now.
Influencer’s Desk Melanie’s Desk
See the Similarities?
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This Happens Millions of Times/Day, Generating Purchase!
These are Micro-moments we
can capture. At Dunkin’, we aim
to do this, at scale.
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Influencer Purpose: To Connect More Directly & Organically with Consumers
Goals are Scale, Loyalty, better Content
and Redistribution across Dunkin’
channels.
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We Leverage External and Internal Influencers
Internal External
Culinary Team Content Creators
External
Fan/Advocates UGC
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3 Ways Dunkin’ Works with Influencers
1. Pumpkin Season: Integration
2. Valentine’s Day: Innovation
3. Loyalty: Driving downloads
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1. Dunkin’s Approach for Pumpkin
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Goal: Build on the Excitement Over Pumpkin
15
1. Content Creators
Generate content around Fall
season using creators with scale
+ love for DD.
2. Integration of Content
Leverage content across our owned,
earned and paid channels.
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Instagrammers Brought Pumpkin to the Next Level
Photographers showed off
colorful cheesecake
squares
Fashionistas brought layered
messaging for new Macchiato
Instagram Takeovers
outperformed regular
content
5.5 Million People Reached +
60,000 Actions on Content
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We Used Influencer Content Across All Fronts
Social Channels
10+ Campus Ambassadors
Digital Media
Paid Social
Website
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ited. DD Perks Ads for Acquisition + Engagement
DD Perks Engagement DD Perks Acquisition
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Dedicated Social Email to Engage Advocates
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We Also Took Pumpkin Offline…
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First-Ever Local InstaMeet Drove National Scale
2 Instagram
Hosts
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Capturing a True Fall Weekend Fans Could Relate to
40+ pieces of Amazing Content: 200k+ Reach
Instameet embodied our motto: Do what our fans are doing, with a Dunkin’ twist.
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InstaMeet Among Top Performing Dunkin’ Content in 2015: 64,000+ actions
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2. Dunkin’s Approach for Valentine’s Season
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We Built a Diverse Brand Experience Incorporating 3
Different Influencer Groups
2. High Reach Influencers to Build Love theme 1. Advocates to Create UGC 3. Internal Influencers to Drive Content Innovation
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1. Advocates to Create UGC
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Created Snapchat Geofilters as a Fun Tool to Encourage Sharing
Only unlocked
INSIDE our over
8,000+ Dunkin
stores!
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ited. Resulting in Many Millions of peer to peer brand impressions.
This Tied the In-Store Experience with Social Overall Results
5 days leading up to VDay Valentine’s Day, February 14
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2. Reach Influencers
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Overall Results
Drove Scale & Love Theme With our Heart Shaped Donuts
Aww.Sam
106k followers Insta
Amy Tangerine
62k followers Insta
Shawn Booth
881k followers Insta
Kaitlyn Bristowe
1.64M followers Insta +
Snapchat
Us The Duo
4.8M followers Insta, Snap,
FB
Total
Impressions ~4M
Total Engagements 220K
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In-Store Event Led to Fresh Content & Earned Media
Kaitlyn’s in-store Snap story utilizing our Geofilter
Kaitlyn and Shawn came to an LA store to hand out heart shaped donuts and roses to dedicated fans.
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3. Internal Influencers: Culinary Team
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In 13 minutes of live content, we held audiences’
attention 15x longer than our average video content.
Among First Brands to Use Facebook Live, Proving to
be a Major Success
Introduction + Tour of Dunkin’
Brands University
Epic Wedding Cake How-to Heart Shaped Donut Cake
Engagements
21K
3K
Avg Viewing
1:56m
Live Viewers
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Our Culinary Team Crafted Content Unique to Dunkin’
Nearly 100K Social Actions
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3. Influencers to Drive Loyalty
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Logan Paul Drove Results for DD Perks
• The Logan Paul campaign contributed
to a 92% lift in average daily installs
over 3-day period
• Logan Paul cards led all virtual and
mGift cards in November accounting for
32% of all DD Card Sales
• Over 6MM+ Impressions or video views
(Snapchat and Vine) and over 193K
engagements
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Thank You! Melanie Cohn, Social Media Manager
@SocialMel
@DunkinDonuts
MEM
BER MEETIN
G 39
SO
CIALMEDIA.ORG
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 39Chicago5-3-2016
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