Baskin Robbins India wants to increase online engagement and drive store foot traffic. They seek digital campaign ideas around an umbrella theme leveraged across platforms. Proposed are contests on Facebook and Twitter encouraging captions for product photos to win free ice cream. A Pinterest scavenger hunt and YouTube videos promoting flavor trials could also engage audiences. Further, partnering with food sites to publish "31 Things to Do with Baskin Robbins" and deploying ice cream trucks at corporate parks during lunch aims to target workers and promote the brand. Celebrating employee birthdays online using hashtags could also connect with corporate audiences.

1. BASKIN ROBBINS® ICE-CREAM
INDIA
Maclina Lopes

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 that
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:12- 30 years old
 Urban Male/Female
 Target audience 2 (Corporate):
 Age: 20- 40 years old
 Working Individual

5. CAMPAIGN 1
 Platforms: Facebook
 Focus on: Increasing likes by generating interesting content
Use the ‘boost post’ feature of Facebook. This feature helps in
targeting to the actual age group, we are targeting towards
 Using the “Schedule Post” feature we can keeping posting on
the page at a certain duration (every hour or once in 3 hours)
to make our brand visible on the newsfeed of the customers .
 Content: “Caption This”: Posting a picture featuring one of our
products or flavours and asking the audience to post the best
caption for the picture using the #CaptionsforBR or
#BRcaptionthis
 Contest: “Caption This”: The best caption to our post wins a
free ice-cream scoop at the nearest Baskin Robins Outlet.
 P.S: this can be conducted on twitter as well as on instagram

6. EXAMPLE:
 The Picture:
 Caption: Indulge yourself in the creamy, chocolate over load
with the “Bavarian Kinght”. #CaptionsforBR #BRcaptionthis
 The hero of all your woes is here. #CaptionsforBR
#BRcaptionthis

7. 31 THINGS TO HAVING YOUR BASKIN ROBBINS
 This can be done in association with Scoopwoop. The
article will be posted across all platforms like twitter,
facebook, pintrest.
 Content:
 Chocolate-Dipped Ice Cream Sandwiches: The only
summer dessert messier than an ice cream sandwich is a
s’more, so you might as well just combine the two and make
things really interesting.
 Chocolate-Dipped Ice Cream Tacos
 Chocolate Chip Cookie Dough Ice Cream Sandwiches:
These are essentially squares of cookie dough ice cream,
heavy on the cookie dough. Oh and you can eat them with
your hand.
 Grilled Peach Splits: Fruit is good for you. And ice cream is
just… too good.
 Waffle Ice Cream Sandwiches: Someone looked at the box
of waffles next to the ice cream in the freezer and thought,
“Yes.” ETC.

8. PINTREST SCAVENGER HUNT

9. TWITTER
 Summers are here and it’s the best time to have ice-
creams. You can feel like having ice-creams anytime
anywhere.
 Contest: Tweet the best reason to want to have an ice-
cream using #IcecreamCravings and tag the official BR
India twitter handle, the tweet that is the most unique
and funny actually wins a chance to visit the store for an
ice-cream
 This contest can be conducted on facebook too and the
winners visits to the store could be recorded and posted
on Youtube as well as on the social media presence.
 We could mend it and ask people to post a 30 sec or
less video on instagram using the same hagtags.

10. YOUTUBE
 We could create an indulging experience for the
consumers by posting a teasers of our flavors and
generating store footfalls by asking them to visit the
store for a free trial.
 Conditions: the first “310” will get a free scoop.

11. CAMPAIGN 2: CORPORATE
 Using our store locators, we could target the
companies around or near our stores.
 At every corporate park have an BR Icecream
truck. So that people can come and enjoy an ice-
cream over the lunch break or during the free time.
 We could also have a facebook or twitter contest for
the corporates asking them to spot the ice-cream
truck around their locality and win a free scoop.
 Having contests like: 5 things to do during breaks.
The person with the most unique post gets 5
scoops free (one per store visit).

12. #BIRTHDAYSWITHBR
 #BirthdayswithBR will posts realated to employee
birthday celebration.
 Content: Who did you surprise with our Red Velvet
Crush? #BirthdaysWithBR
 Planning on surprising your colleague, do it with a
little bit of help from us. #BirthdaysWithBR
 #flavouroftheday : if you are an employee, you get
a discount during the working hours. Posts on
twitter and Facebook to generate audience.