About Baskin and Robins India Social Strategy. (Assignment)

1. BASKIN ROBBINS® ICE-CREAM
INDIA

2. ASSIGNMENT
 Baskin Robbins India is looking to increase interactions with their
online target audience and also wants to explore how it can
engage with corporate.
 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.

3. OBJECTIVE
 Objective 1:
 Engage and connect with the target audience such as the first
thing that strikes them when they think ‘Ice Cream’ is ‘Baskin
Robbins’.
 Objective 2:
 Online to office campaign to connect and position Baskin
Robbins as a place to connect during ‘office

4. TARGET AUDIENCE
 Target audience 1:
 Age:14- 30 years old
 Urban Male/Female
 Target audience 2 (Corporate):
 Age: 20- 40 years old
 Working Professional

5. CAMPAIGN 1
 Platforms: Facebook and Twitter
 Need to publish at least one core and one engagement post or tweet on daily
basis.
 Legislative way for increasing interactions are 'Paid Promotions’. Boosting
target engagement post can help to get better impression and engagement.
 Do not forget Irv Robins famous quote "Not everyone likes all our flavours, but
each flavour is someone’s favourite". Talking about taste should be our motive
for creating post and campaigns.
 Using same hashtag for both social platforms can help to track more specific
analysis of the campaign. Analytics must be done in timely manner to improve
future content.
 A strong community management tool like Sprout social or Hootsuit is required
for quick and better response to the user.
 Coordination with online influencers and bloggers is needed for cross
promotions over the pages.
 Social Media Extension on SEO is required for more impressions on BR's
social pages.

6.  Examples for Facebook core posts:
 Crushes come and go. Here’s to the one love that’s eternal: Baskin and
Robins.
 Bridge the spaces between your fingers and BR.
 The one and only winner of the Game of Cones: Baskin and Robins!
Presenting the new BR product: [Link]
 Facebook posts designed for better engagement:
 The camaraderie of chocolate and vanilla exemplify how delightful a bond
friendship is! Share some stories of your friendship and get the chance to
win exciting prizes. #FriendIndeed
 Which BR flavour chilling in your freezer? #BRFlavour

7. TWITTER POSTS:
 If you could have #Superpowers for a day, what would they be?
We're going with being able to change things into ice cream.
 Best friends stick together, cry together, and laugh together. Just
don't expect them to share ice cream. #FriendIndeed
 Ice cream might not solve everything but it always helps! Share
your favourite flavour with us. #BRFlavour
 Ice cream is the answer but what's the question? #BRFlavour
 The only thing worse than a surprise test at school is no ice
cream at home!
 We miss summer, the sun on our skin, the wind in our hair and a
BR Ice-cream in our face. #BRFlavour

8. CAMPAIGN 2: CORPORATE
 Posts on LinkedIn can help here to connect more corporate
offices.
 Exciting offers for corporate offices should be the content for
posts.
 A post with store locator link is better option to invite corporate
offices to visit our nearby stores.
 Post should contain more product information here. For instance,
"Ice cream at any time is the best idea, lunch break or coffee
break. Try our new range of ice creams by visiting your nearby BR
Store. [store locator link]

9. Thanks…