Digital Campaign ideas

1. BASKIN ROBBINS
Digital Advertising
Presentation by-
Sapna R. Singh

2. Agenda
• Objective
• Understanding the corporate crowd
• Digital Engagement ideas

3. Objective
• To engage the corporate crowd and drive office
crowd to the local ice-cream parlors of Baskin
Robbins

4. Digital Behavior

5. Active Internet Users - Demographics
42% 43% 41% 38% 35% 39% 44% 48% 41% 41% 44%
39% 41% 44% 47% 48% 44% 41% 38%
38% 39% 38%
9% 8% 7% 9% 11% 11% 8% 7%
7% 10% 9%
10% 7% 8% 6% 6% 6% 7% 8% 14% 11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2003 2004 2006 2007 2008 2009 2011 2012 2013 2014
Non-Working Women Working Women Men Students
Corporate audience forms a major chunk of active internet users

6. Purpose of Internet Access in Urban
India
Entertainment &
Social Networking are
the major Internet
Habits, we could
engage users on basis
of these habits.

7. Points of Accessing Internet
Only a miniscule 13% of audience use
Office as the main point of access,
thereby the campaigns built for
corporate audience need to be
REALLY ENGAGING to
gain traction

8. Devices used for accessing Internet
As major chunk of the
crowd access internet on
mobile phones, we would
need to engage them
primarily on mobile
platforms

9. Mobile Internet Users
Since, the major chunk of internet users are on Mobile & mobile
users are rising at an increased level, we suggest to leverage this
platforms & suggest campaigns primarily for the mobile users to
engage the corporate crowd.

10. Digital Engagement Idea – Corporate Audience

11. My Boss is so cool…
Application
• Fact: We all hate our bosses at some level.
• We could drive engagement amongst the corporate
crowd through their common trait of not liking their
bosses.
• We could offer them an application, which allows
them to be entertained by their own boss.
• Mobile App: The application would be primarily
targeted to mobile users, because in the major
companies – social networking sites are banned and
employees access them via phone.

12. My Boss is so cool…
Application Flow
• The users could upload their
boss’s image, give boss a cool
ice-cream avatar & watch the
‘Cool Boss’ dance & roll to
entertain the user.
• Their could be various
entertainment options such as
Bollywood Dance, Item Song
etc. that the users could order
the cool boss for entertainment.
Upload
Choose your ice-cream
Check out your
boss’s cool avatar
Laugh & have fun!

13. My Boss is so cool…
Engagement Score
• No shares or downloads
We could feature a download
button for the cool boss
video/image with a
cautionary note of being fired
incase, the users ‘boss
fantasies’ are revealed.
|
• The Inside Joke
The inside jokes of corporate
are usually amongst the
closed knit colleagues. Baskin
Robbins could be positioned
as the close friend – who
always cracks all up!
• Recommended
The no. of downloads could
only rise when an application
is recommended by your
colleagues.
• Posts & Tweets
The application could be
promoted through various FB
posts & tweets displaying the
quirky bosses dancing away,
thereby engaging the
corporate audience at all the
levels of hierarchy.

14. Digital Engagement Idea – Corporate Audience

15. #The Cute Nose…
• Habit: Selfie, people only
need a reason to click their pictures.
• We enthuse people to go for an
Ice-Cream for a cute picture!
• They could share their pictures on
Instagram, Facebook or twitter with
#TheCuteNose
• Primary Platform: Instagram
(The contest could even be practiced on Facebook & Twitter.)

16. Thank You