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MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
Dunkin’ Brands
Melanie Cohn
Dunkin’ and influencers
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Dunkin’ &
Influencers
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Prime Influencer
Example?
Here’s My Story.
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Mission: Take Cube from Drab to  Fab
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
I Turned to Instagram, Landing on
this ‘Grammer Whose Style I Love
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Instaprint Desk Decorations…Genius!
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
She Attributes These to @socialps
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
I Clicked On Their Instagram...
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
I Checked Out Their Website…
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
And Here’s My Desk Now.
Influencer’s Desk Melanie’s Desk
See the Similarities?
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
This Happens Millions of Times/Day, Generating
Purchase!
These are Micro-moments we
can capture. At Dunkin’, we aim
to do this, at scale.
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Influencer Purpose: To Connect More Directly &
Organically with Consumers
Goals are Scale, Loyalty, better Content
and Redistribution across Dunkin’
channels.
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
We Leverage External and Internal Influencers
InternalExternal
Culinary TeamContent Creators
External
Fan/Advocates UGC
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
3 Ways Dunkin’ Works with Influencers
1. Pumpkin Season: Integration
2. Valentine’s Day: Innovation
3. Loyalty: Driving downloads
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
1. Dunkin’s Approach
for Pumpkin
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Goal: Build on the Excitement Over Pumpkin
15
1. Content Creators
Generate content around Fall
season using creators with scale
+ love for DD.
2. Integration of Content
Leverage content across our owned,
earned and paid channels.
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Instagrammers Brought Pumpkin to the Next
Level
Photographers showed off
colorful cheesecake
squares
Fashionistas brought layered
messaging for new Macchiato
Instagram Takeovers
outperformed regular
content
5.5 Million People Reached +
60,000 Actions on Content
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
We Used Influencer Content Across All Fronts
Social
Channels
Email
10+ Campus
Ambassadors
Digital Media
Paid Social
Website
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
DD Perks Ads for Acquisition + Engagement
DD Perks Engagement DD Perks Acquisition
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Dedicated Social Email to Engage Advocates
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
We Also Took Pumpkin
Offline…
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
First-Ever Local InstaMeet Drove National Scale
2 Instagram
Hosts
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Capturing a True Fall Weekend Fans Could Relate to
40+ pieces of Amazing Content: 200k+ Reach
Instameet embodied our motto: Do what our fans are doing, with a Dunkin’ twist.
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
InstaMeet Among Top Performing Dunkin’ Content
in 2015: 64,000+ actions
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
2. Dunkin’s Approach
for Valentine’s Season
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
We Built a Diverse Brand Experience Incorporating 3
Different Influencer Groups
2. High Reach Influencers to Build Love theme1. Advocates to Create UGC 3. Internal Influencers to Drive Content Innovation
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
1. Advocates to Create UGC
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Created Snapchat Geofilters as a Fun Tool to
Encourage Sharing
Only unlocked
INSIDE our over
8,000+ Dunkin
stores!
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Resulting in Many Millions of peer to peer brand impressions.
This Tied the In-Store Experience with Social
5 days leading up to VDay Valentine’s Day, February 14
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
2. Reach Influencers
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Overall Results
Drove Scale & Love Theme With our Heart Shaped Donuts
Aww.Sam
106k followers Insta
Amy Tangerine
62k followers Insta
Shawn Booth
881k followers Insta
Kaitlyn Bristowe
1.64M followers Insta +
Snapchat
Us The Duo
4.8M followers Insta, Snap,
FB
Total
Impressions ~4M
Total Engagements
220K
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
In-Store Event Led to Fresh Content & Earned Media
Kaitlyn’s in-store Snap story utilizing our Geofilter
Kaitlyn and Shawn came to an LA store to hand out heart shaped donuts and roses to dedicated fans.
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
3. Internal Influencers: Culinary Team
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
In 13 minutes of live content, we held audiences’
attention 15x longer than our average video content.
Among First Brands to Use Facebook Live, Proving to
be a Major Success
Introduction + Tour of Dunkin’
Brands University
Epic Wedding Cake How-to Heart Shaped Donut Cake
Engagements
21K
3K
Avg Viewing
1:56m
Live Viewers
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Our Culinary Team Crafted Content Unique to Dunkin’
Nearly 100K Social Actions
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
3. Influencers to Drive
Loyalty
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Logan Paul Drove Results for DD Perks
• The Logan Paul campaign contributed
to a 92% lift in average daily installs
over 3-day period
• Logan Paul cards led all virtual and
mGift cards in November accounting for
32% of all DD Card Sales
• Over 6MM+ Impressions or video views
(Snapchat and Vine) and over 193K
engagements
Confidentialinformation:Copying,disseminationordistributionofthisinformationisstrictlyprohibited.
Thank You!
Melanie Cohn, Social Media Manager
@SocialMel
@DunkinDonuts
MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings

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