Baskin-Robbins is a global ice cream chain known for its "31 flavors" slogan. It has over 5,800 locations across 30+ countries. The document outlines a proposed digital marketing campaign for Baskin-Robbins in India focusing on Facebook, Twitter, and Instagram. The campaign objectives are to connect with their target audience aged 15-45 and spread happiness. Proposed initiatives include contests using hashtags like #IcyFanOfTheMonth to increase engagement and boosting posts to reach more followers. The campaign also aims to increase Twitter followers and engage corporates with weekday flavor promotions.

1. Created by – Kunal Chavan
Baskin-Robbins

2. Introduction
• Baskin-Robbins is a global chain of Ice-cream parlors
• The company is known for its "31 flavors" slogan, with the idea that a customer could
have a different flavor every day of any month
• It has franchisees in more than 30 countries
• Out of the 5800 locations, 2800 are based in the United States
• Baskin-Robbins is one of the largest retail chains in India having more than 500 stores
across 150 cities / towns
• With more than 54 stores in Mumbai itself, Baskin-Robbins are pretty much on the go to
spread their love with the delicacies

3. Campaign Objectives
• The campaign objective is to connect with the present as well as the target audience
which may fall between 15 yrs to 45 yrs
• Baskin-Robbins has a very simple mission which is “to spread Happiness”
• Facebook has over 9 million likes and almost over a million checked in, however the
posts are hardly getting an average 200 likes
• The percentage comes down to 0.002%, this is because the posts are reaching even 1/4th
of the total likes.
• Boosting posts especially a new store launch or a new flavor or the posts related to the
Flavour of the month will do a lot of brand recall of these 9 million likes

4. • As you all can see to the top right corner there’s a
screenshot of the 1st April’s post, which has garnered
163 likes and a couple of comments and a share
• A good boost in this post might just have given them
the edge to reach out to the followers
• After all every follower needs to be remembered about
their brand and it’s existence and achievements
• And in the below right corner there is a suggestion from
a possible follower or even a customer, which is kept
unattended by the people managing BR’s Facebook
page
• In my opinion a true customer oriented brand page
should always reply or address customer queries,
complaints, suggestions and appreciations

5. Campaign to run on (FB, Twitter and
Instagram)
• Target audience 15 to 45 both male and female
• Campaign on #IcyFanOfTheMonth which will run throughout the year
• This campaign would require the users / followers to share their ultimate experience
throughout the month with Baskin-Robbins and sharing a snap with us each number of
time they visit the store with the #IcyFanOfTheMonth
• This campaign will run from the 1st to the 30th of every month and winners will be
declared with regards to the highest number of visits the respective customers have paid
• We can always shoot out a prize of a big basket of one of the Royal Flavours of Baskin-
Robbins to at least three or five winners, depending upon the budget of the monthly
spends

6. • Since Baskin-Robbins has the most likes on it’s Facebook page, one can pay more
attention to increase the followers on Twitter by running contests and increasing their
fan base which currently is just 9135 followers
• We can tweet using the trending or rather famous hashtags and involve the brand in
different conversations across multiple happenings (for e.g. IPL, Champions League, Pro
Kabbadi and many more events including page 3)
• Follow influential people on Twitter and try and engage with them
• Generating content on the seasons or festivals in India, e.g. #FlavourOfTheSeason,
#FestiveFlavour
• Making use of days like the Valentines Day, Rose Day, Friendship Day and many more
• Running contest on these above mentioned days and throwing away discounts to the
winners

7. • As far as engaging with Corporates is concerned Baskin-Robbins can run a campaign of
the #WeekdayFlavour for corporates which will include the Flavour of the day out of the
slogan of 31 flavours
• This campaign will give discounts for the corporates on several flavours which are least
preferred by the regular buyers
• This way Baskin-Robbins will garner quite a lot of engagement and also business out of
the least preferred flavours
• Another campaign which Baskin-Robbins can run is celebrating Birthdays of their
employees with a snap of the respective person along with the hashtag #BRBirthdays
• Run a campaign which will be a delight to the corporates with #WantSomeMoreFridays
and draw these people to the store on the last day before the Weekend starts.
Focus on Corporates

8. Digital Campaign I liked
• In the course of Global Be(er) Responsible day, Budweiser did the cutest Don’t Drink and Drive
PSA ever
• The commercial “Friends Are Waiting” tells the story of a dog owner and his best friend waiting
for his master’s return after he leaves one night to go drinking with friends #FriendsAreWaiting
• This advert aimed to prevent Drink and Drive as a corporate social responsibility
• The milestone event was extended on to digital too, with people participation through social
media and appreciating the Advert put on YouTube
• Similar ideas could be shared on Facebook and Twitter using the hashtag
‘#FriendsAreWaiting’
• This particular campaign reaped a lot of engagement on the social platforms and it also won
• The advert got over 23 million views on YouTube while over 60k likes and 1.2k dislikes
• Numbers speak for itself and this couldn’t have been better executed than what it was.