Gozoop
Assignment
VARUN RAVICHANDRAN
VARUN252@LIVE.COM | +91 9845769252
#1 Baskin Robbins
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. Focus
on copy, content and executable ideas.

With over seven million fans on their Facebook page alone, it is
imperative for a large ice cream chain like Baskin Robbins to pique
their interest in the brand and keep them continually engaged.

The following slides list out a digital campaign to increase
interaction with their customers – particularly corporates, whilst
maintaining the goal to increase footfalls to their parlours thereby
upping sales in the process.

A primary means to engage with corporates would be to offer
incentives to companies across the board within a target
demographic for housing a Baskin Robbins kiosk or fully fledged
parlour within their premises.

This presence can in turn be leveraged and publicized by inviting
customers to win vouchers through partaking in surveys about their
products on the ground, and by social awareness of their new store
itself by rewarding tweets about the same that go viral, say.
Once such a campaign goes viral, the company can focus on
particularly appealing to the corporate market by cranking up its
budget in email marketing and newsletters within the targeted
demographic, as well as supercharging their presence within networks
that see a large presence within the corporate market, such as
LinkedIn – where there is a perennial market for B2C articles and portals
that has not been fully tapped into as yet.
#2 An Impressive Digital Campaign
Find a multi-platform digital campaign that impressed you. Summarize
the campaign, mention its Pros & Cons and also mention how would
you make it better if you were to execute it?

Starbucks are constantly the best brand on Social Media, with high
quality and quantity of content on all popular digital portals.

To address consumer feedback and to encourage interaction, the
company has made an effort to not only launch profiles across
different countries served, but also for each product it brews.

The Starbucks Instagram handle has the most number of followers by
any account on the site.

One particular campaign that was of personal interest was their
#WhiteCupContest, which was brought about during the former half
of 2014.

The company over the years realized that the trademark white
Starbucks cups were being used by its customers as an object of
creative and artistic appeal, with the iconic white and green
insignia covered in pink hearts, or decorated with zig-zag lines all
around.

To reward such customers for effectively doodling on their cups,
Starbucks opened up the stated contest, inviting its customers in the
US and Canada (where this practice was most popular) to decorate
their cups in a manner of their choice, snap a photo of it, and beam
it across their Social Media handles affixed with the
#WhiteCupContest hashtag.
Britta Lynn Thompson’s intricate art eventually won the contest, with the
design being printed on Limited Edition Starbucks cups across North
America during certain months in the rest of the calendar year.
Needless to say, the contest itself was a grand success and expanded
Starbuck’s chic presence across its core market in a hip and trendy
fashion. Summarizing its successes below:

Pros:

The contest was successful in its understated zeal of veering customers away
from its primary Facebook page to its lesser known Twitter and Instagram
handles, as those were the portals which accepted and showcased entries
from customers in a timely manner.

It established the company’s signature white cup as a definitive
recognizable symbol, something that other cafes across the world have
faced difficulties over, with respect consistencies within their own branding.

Needless to say, it drove footfalls into their stores upwards, and increased
sales of beverages packaged in the white cup – a basic requirement to
‘enter’ and participate in the contest.
Detriments to such a trendy campaign are hard to spot. Nevertheless,
listing out a couple below:

Cons:

The #WhiteCupContest – while in predominant focus through April –
June 2014 may not have been adequately marketed towards a
demographic outside of the youth – creatively inclined or otherwise.

The guidelines and official rules may have appeared a touch
intimidating to some, especially the offhand artist.
The End