Date post: | 24-Dec-2015 |
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The brief:
To create a digital plan for Dunkin’ Donuts, India, which covers Facebook, TwiDer, Instagram and the website.
Since the Dunkin’ Donut’s Facebook page currently needs more engagement and interacIon, Geek has come up with a fun campaign, which can be a cluDer-‐ breaker!
The thought behind the campaign is that people are always finding excuses to have something sweet!
Dunkin’ Donut says that you don’t need to have an excuse to eat something so awesome!
The campaign can have a series of creaIves which show people giving excuses on why they need to have the donuts, when suddenly, somebody pops in a donut in his mouth and says, “ Dunk the excuses! Just have one!”
The execuIon will have a series of creaIve posts which will be in a comiv book style, so that it can look like a story.
The style will be illustraIon.
Campaign execuIon:
We can show a guy wiping tears with Issues and sobbing over his break up, with his friends bored and Ired of his ranIng and reason for having a donut.
So, one guy suddenly makes him eat the donut. The sobbing guy goes ‘mmm…’ and this is followed by the line ,’Dunk the excuses! Just have one!’
Campaign execuIon:
Another creaIve could be that of a teenage girl going on and on about how she diets everyday and how she counts calories and how she needs a liDle treat someImes… and one of her friends just pops in a donut in her mouth and says, ‘Dunk the excuses, just have one!’
Campaign execuIon:
All these creaIves can look like a page from a comic book.
Many such creaIves can be created. This will be a unique style of showcasing the creaIves and will look really different.
Campaign execuIon:
At the end of the campaign, these 5-‐6 story-‐book creaIves can be printed and kept on the tables at the Dunkin’ Donuts outlets, for people to flip though.
This will also lead to an offline-‐ online sync and some engagement.
Campaign execuIon:
On the last page of this comic book, we will put in a creaIve asking people to send in their stories and pictures on our page and we will feature their story as well.
This will lead more people to our FB page as well.
Campaign execuIon:
We will be extending this campaign further, by running a ‘Mother of all excuses’ contest, where we ask people what is the most craziest excuse they have heard when it comes to eaIng sweet!
The winner can get box of donuts free!
Apart from the creaIve campaign, we will also be creaIng an informaIon campaign which will cover all the brand info which our TG needs.
This campaign will cover: Product pictures Menu Ecomm site to order online Food shots All about Dunkin’ Donuts LocaIons
This informaIon campaign will be designed such, that it will have a consistent look and feel.
A lot of contests and engagement can be created around this.
We can also ask people to send us pics of their favourite donuts and we can publish it on our FB page with their name is a customized template.
On TwiDer, we can have a hashtag called #DunkExcuses, where we ask people to share the excuses they have heard when it comes to finding a reason to have sweet.
We can also run a hashtag called #NoExcuses, which can be a common hashtag, which could start trending, as there are a lot of topical news which can be used with this hashtag.
A contest called I<3DunkinDonuts can also be run, where people have to tell us why they love Dunkin’ Donuts so much.
The winner can get a free box of donuts.
A selfie contest can be started on Instagram, where we encourage people to take a selfie at the Dunkin’ Donut outlet.
We can also put up tent cards on tables and a standee at the entrance, informing people about the Instagram hashtag.
The creaIve posts for the campaign ‘Dunk the excuses, just have one!’ can be converted to short, 30 second Youtube videos to create a buzz.
Eg: The guy with the break up, the girl on a diet, etc.
We can also run a contest on Youtube where we ask people to get together with their friends and make India’s first crowd sourced Youtube commercial.
Youngsters can get together with their friends and click such situaIons with their cameras, phones, etc.
All they have to do is upload these videos on Youtube and we can select the best instances and make a proper video out of it, with the winning team as the cast.
This will make big news, as everyone will want to be a part of this.
Some creaIves regarding this can be put up on FB and TwiDer and some leaflets can be placed at the outlets.
The following can be featured in emailers: -‐ Campaign creaIves -‐ Contest promoIons -‐ Offers -‐ Outlet informaIo -‐ Like our FB page -‐ Website promoIon -‐ Ecomm promoIon
Geek CreaIve has come up with an interesIng concept for the brand website, which is an extension of the Social Media campaign called ‘Dunk the excuses, just have one!’
While on Social Media, we are showing how people are coming up with excuses to have sweet, and Dunkin’ Donuts are so good, that no excuses are needed.
So we created a small twist to the campaign for the website, to suit the e-‐comm bit.
Since the e-‐comm site will facilitate ordering online, we tweaked the campaign ‘Dunk the excuses, just have one!’ to ‘Dunk the excuses, just order online!’
We will be having a banner space on the website where we will be pu`ng up ads which show people talking of excuses for ordering online, and Dunkin’ Donuts says ‘Dunk the excuses, just order online!’
We will also have an Order now buDon on the site. Upon clicking it, a pop-‐ up asking for all details will come up, followed by a payment gateway.
Sample
Apart from the campaign, the main menu and the e-‐comm secIon, the website will also have an engagement wall, where, upon clicking, one can see all the current contests, videos, Instagram pictures, etc will all be seen.
People can engage and interact in this secIon.