Dunkin' Donuts held a 12-minute Facebook Live stream on National Donut Day to show the process of making cake donuts and promote a free donut offer with any drink purchase the next day. The informal stream had over 33,000 views, 2,450 impressions, 567 shares, and 900+ comments. It began with an introduction and teaser of the free donut promotion before demonstrating the donut-making process from different camera angles. A guest joined midway to demonstrate frosting and sprinkles. The stream ended by showcasing the finished donuts and again promoting the next day's offer.

1. DUNKIN’ DONUTS LIVE CASE STUDY
FACEBOOK LIVE

2. Dunkin’ Donuts
WHAT:
Dunkin’ Donuts celebrates
National Donut Day by
offering a free donut with
drink purchase, while
showing viewers how the
Cake Donut is made

3. Dunkin’ Donuts – KPIs
KEY RESULTS:
• 33K Views
• 2,450 Impressions
• 567 Shares
• 900+ Comments

4. HOW:
The Dunkin’ Donuts host
starts by teasing what’s to
come in the 12 minute live
stream, telling viewers that
she will give details on how
to claim a free donut “later”
KEY TAKEAWAYS:
By teasing such an
appealing freebie, it ensures
viewers will stick around
throughout the live stream
Dunkin’ Donuts – Intro

5. Dunkin’ Donuts – Action
HOW:
The hosts show the viewers the
exact live process of how the
donuts are made, displaying the
action from different angles
KEY TAKEAWAYS:
By taking an approach of filming
the action — from following the
hosts as they walk, to looking over
the top of the process — viewers
are engaged by the constant
movement of the camera

6. Dunkin’ Donuts – Informal
HOW:
The hosts keep the action moving
the entire time, while the
commentary is light and informative
KEY TAKEAWAYS:
There is noticeable shaking that
occurs from using a handheld cell
phone to stream, but because the
nature of live stream is supposed to
be intimate and casual, the
commentary helps us feel at ease.
We’re not expecting perfection

7. Dunkin’ Donuts – Guests
HOW:
Chef Kelly joins midway through
to show how to add frost and
sprinkles to donuts
KEY TAKEAWAYS:
By adding guests, it breaks the
video up and keeps the viewers
from becoming bored with the
action

8. Dunkin’ Donuts – Reveal
HOW:
During the final minutes, the
team takes viewers through a
visual of all the donuts they can
get for free the next day during
National Donut Day
KEY TAKEAWAYS:
This is a great opportunity to
showcase the product in its
completed format, while hyping
up the next day’s promotion

9. Dunkin’ Donuts – Wrap-Up
WHAT:
The 12 minute stream was done with a
firm structure, but loose dialogue and
friendly banter. Participants, including
the “videographer”, knew what would
happen and when, but the rest was
casual
KEY TAKEAWAYS:
Live streams can be done very casually,
while showing viewers interesting
aspects of a company and giving them
special access to normally private areas

10. Dunkin’ Donuts – Critiques
WHAT:
- In order to increase KPIs across the board, Dunkin’ Donuts could’ve asked for
questions on the comments section that they would’ve addressed during the live
stream. Commenting on a public post increases the possibility it will show up on a
“friend’s” news feed, which is one of the best organic ways to amplify a live stream
- A contest could’ve been held on the comment section where viewers were asked to
suggest a new donut idea, with the winning commenter getting a prize (e.g. all-
expense-paid trip to Hawaii or free donuts for a year)
- During the live stream, donuts could’ve been hidden in the kitchen and viewers
made aware of the “find Waldo”-type game. The added element would keep
viewers engaged and watching throughout