Case Study: Baskin Robbins Indonesia

Baskin Robbins is the world’s largest chain of Ice Cream shops with more than 6,700 locations in nearly 50 countries.

Baskin Robbins focuses on quality and in the process, create a community that desires to share it with others. Baskin Robbins believed that people should have choices, so they offer 31 flavors, one for everyday of the month.

In Indonesia, Baskin Robbins wanted to build a strong community and increase awareness since their launch in 1991.

Baskin Robbins Indonesia Photo Contest 2012

Baskin Robbins is running a Photo Contest with the help of SocialAppsHQ; where fans are suppose to send their photo eating Baskin Robbins ice cream. Team internationalized the contest according to their target audience.

They promoted this contest through their website, Facebook page and advertising over a month.

Result

Number of Entries in the Contest- 142

Number of Votes- 2,311

Due to Photo Contest Campaign, Baskin Robbins has created a 3,000+ strong community that led to increase in footfall to stores. Currently, it is being run only for its Indonesian fans & regional exclusivity along with internationalization of content is proving very effective in meeting their overall goal.

Key Takeaways:

Building a tight community requires use of personal and creative incentives, which lead to a highly shareable content.

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