A case study for Dunkin Donuts news jack post related to the Egyptian market. The report shows the before & after numbers and verbatim .

1. Dunkin Donuts NJ Study
CASE: NEWSJACKING POST – 15TH AUGUST 2018

2. The story
A girl who wants to get attention and gain followers
every year at the same time she post a video to create a
fuss throughout social media and always the topic is “
Harassment” till 2 days ago she posted about a man
who is innocent and tried to get her inside a place as
she was wearing a clumsy wear and wanted to take a
coffee with her until the bus arrives, but she refused
and started to say “ you’re annoying me “ then he gently
said “ I’m so sorry, it’s your right”. This was the second
time on social media with the same story at the same
place, but the social media refused to accuse the guy as
he was gentle and didn’t do anything, also the girls
communities attacked the girl as she is want the
attention nothing else.

3. What we did?
◦ We shared a creative communication with her same caption and
created a lovely vibe that you’re life would be easier if you drink
coffee , the communication message on design “ Let’s get our
coffee together at DD “.
◦ The post has been shared on a 1 million profile in just 12 hours as
this was a creative move and the Egyptian market is always
judging the marketing moves as social media is number 1 in their
lives.
◦ Fans liked our comeback on “ on the run “ exploiting the case to
increase our social media impressions and promote our products
in a way and this is called newsjacking “the art and science of
injecting your ideas into a breaking news story and generating
tons of media coverage and social media engagement “.
◦ In Egyptian Market “ The more you’re updated, the more you get
noticed”

4. Social Media Impact
◦ These Numbers are within 24 hours.
◦ We’ve got new 11k fan on the page.
◦ We’ve got the highest engagement rate since we created the page
with 12.7% increase.
◦ We’ve got 210 New Inbox Message asking for the menu and our
branches locations.
◦ We’ve reached around 1 million fan in just 24 hours however our
page fans number is 146k
All this has been done ORGANICALLY
without spending a penny

5. Insights – Post Reach

6. Insights – Post Reactions

7. Insights – Negative and Reports
It’s very small reacts VS the
huge number of the positive
ones.

8. Allover in just 12 hours !
This Data is Just
presenting the huge
impact in 15th August
only

9. Magical Sentiment
We’ve got 7,070 Comment on the Post and Shares
Positive Comments: 5,703 ( 86% Women )
Neutral Comments: 1,282 ( 90% Women )
Negative Comments: 85 ( 90% Women )
Which means that we had a VERY Successful Move!

10. Feedbacks

11. Feedbacks

12. Let’s Get Coffee Now!

13. Let’s Get Coffee Now!

14. Karim Hisham – Egyptian Starbucks
Influencer

15. Karim Hisham – Egyptian Starbucks
Influencer

16. Marketing In Steps

17. Marketing In Steps

18. Girls Private Groups
Snippet

19. Twitter Fuss

20. Twitter Fuss

21. Twitter Fuss

22. Thanks