Erin Smith
March 28, 2014
Case Study paper #1
Donuts is known to be one of largest and most popular coffee and donut retailer
in the world. Rumor has it, Dunkin’ Donuts was specifically a Northeast favorite but with
the expansion into the west and south they engulfed themselves even more into the
competitive breakfast market. However, in 2010 on their 60th birthday Dunkin’ Donuts
decided to launch a social media campaign to increase their company’s national
leadership roles and position. Having very energetic and vocal Facebook fans and
Twitter followers the focus of the campaign became social media and their websites to
increase consumer commitment and draw in brand ambassadors.
Research for the American Runs on Dunkin’ Dunkin’ Runs on Social Media
campaign took place by viewing online material and in person monitoring. Having two
ways to research is a good way to grasp your audience but reach a wider target of your
audience. The first research was material was taken from online bloggers about the
coffee and breakfast industry. Other information was taking from Dunkin’ Donuts’ Twitter
and Facebook accounts. By doing this the audience research can engage by making
new friends, having a creative impulse, a validation impulse and affinity impulse.
Second, was from Dunkin’ Donuts Consumer insight group that took information from
printed records such as income, tax forms etc. A younger crowd may read the blogs and
social media websites more than read the printed material intelligence records from
Dunkin’ Donuts’ Consumer insight group; by dividing up the research methods really
does widen your scope.
Objectives for Dunkin’ Donuts campaign I believe were somewhat easy to create
and hopefully achieve due to the fact that social media is such a booming and growing
field. Such objectives were established: constantly create unique ways to promote
online and social media channels to connect and draw in consumers that haven’t been
interested before and enhance a fun personality for the Dunkin’ Donuts brand through
creative programing designed to catch the eye of bloggers and social media fans and
followers. Another objective for social media but very to the point was for Dunkin’
Donuts to keep coffee in the spotlight; emphasize highly on Dunkin’ Donuts coffee and
leadership roles, diminish any bad perceptions (for example only being a donut chain)
and recreate the company as the number one retailer of hot and ice coffee beverages.
With objectives such as the ones above Dunkin’ Donuts had a lot of freedom and ways
to reach their goals. Yes, social media can be uncontrolled but social media word of
mouth is very influential and fast. When it is done right and done good it can be highly
effective.
Once these objectives are established they need to be executed. Bloggers
interest for example was spiked by creating a third-party, allowing bloggers to get better
access into Dunkin’ Donuts. For example, a site called Mashable.com got the inside
scoop on the plans for “Create Dunkin’s Next Donut” contest. To grab the attention of
Facebook and YouTube viewers a second “Create Dunkin’s Next Donut” contest was
created and they launched a movie-trailer like video with footage from the previous
contest and announcing the the winner would receive $12,000. Posting the video on the
worlds most popular social media websites is a good tool to use. The information is
interesting, easily accessible and good quality information in a short amount of time. An
objective Dunkin’ Donuts wanted was to get their customers into the business and know
leadership roles of the company. A way to do that Dunkin’ Donuts started to select “Fan
of the Week” and posted the fans photo on their Facebook page. During the holidays
they encouraged their customers to Tweet pictures of them in holiday sweaters with
their Dunkin’ Donuts beverage for a chance to win gift cards.
I believe all these are good ways to bring in a new name for the company and
enhance their customer bases. However, limiting social media networks to only
Facebook and Twitter can narrow down the target audience to a certain age group. To
aim towards all ages Dunkin’ Donuts can market their new campaign and do more
promotions on sites that range all ages. Online dating social networking sites or even
sites such as Flikr could provide a wider scope. Mutuality is an important form of
communication in social media. It recognizes that the organizations and the publics are
tied together and need to collaborate. Without the fans, followers and readers of social
media in the Dunkin’ Donuts campaign the two never would of came to together and
created success.
With just a few examples of the results from the social media campaign Dunkin’
Donuts had a boost in numbers. Twitter followers increased 70% and Facebook fans
reached 2.9 million. Dunkin’ Donuts perk loyalty got to 71,000 people and 600 creative
blogs were created. Dunkin’ Donuts also were ranked #7 in QSR magazine’s annual
“top 50’s co’s shaping our industry” and Mashable.com had an exclusive story where
their story was Tweeted and linked to Facebook 900 times in just the first 24 hours.
A weakness that stood out once reading through the results of this campaign was
there was no measurement on where they stood in the food/beverage retail category. I
believed this was a very important goal and could help Dunkin’ Donuts grow. There was
a bunch of beneficial objectives reached however, there was no fact stated if there was
an improvement in that area. Another weakness I found is that the limit of social media.
Dunkin’ Donuts could of broaden their spectrum even more into all kinds of social media
networks that hit all age groups. Strengths on the other hand, is when numbers
increased they increased greatly. From Facebook and Twitter followers to bloggers and
being included in magazines and stories. It is now four years later and almost every
time I turn on the television I see a Dunkin’ Donuts commercial. It leaves a mark and
good one.
For future campaigns, mentioned as before I suggest Dunkin’ Donuts broaden
their scope on social media networks. Going that extra step to other websites can make
a huge difference in your outcome. Also, an important fact to include is Dunkin’ Donuts
should compare stats from where they were before, during and after the campaign.
Then perhaps a couple years after the campaign. This can allow the company to see
the growth of the campaign, the strengths and weakness’ and what they need to
improve on. To include more information for future campaigns, perhaps going off the
catchy campaign slogan would draw in more of the public. This past campaign was
America Runs on Dunkin’ Dunkin’ Runs on Social Media for example something fitness
(running) related that could involve coupons, promos, free Dunkin’ Donuts items etc. is
something different and unique. Lastly, I’d suggest something along these lines: since
coffee and donuts are so aromatic have the public create their ideal Dunkin’ Donuts
meal or duo but describe it using what they taste, smell, feel etc. on a social media have
the best meal or duo become a special. There is so many creative things that could be
done but I believe Dunkin’ Donuts America Runs on Dunkin’ Dunkin’ Runs on Social
Media was a successful campaign.