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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

2.
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Dunkin’ &
Influencers

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Prime Influencer
Example?
Here’s My Story.

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Mission: Take Cube from Drab to  Fab

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I Turned to Instagram, Landing on
this ‘Grammer Whose Style I Love

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Instaprint Desk Decorations…Genius!

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She Attributes These to @socialps

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I Clicked On Their Instagram...

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I Checked Out Their Website…

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And Here’s My Desk Now.
Influencer’s Desk Melanie’s Desk
See the Similarities?

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This Happens Millions of Times/Day, Generating
Purchase!
These are Micro-moments we
can capture. At Dunkin’, we aim
to do this, at scale.

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Influencer Purpose: To Connect More Directly &
Organically with Consumers
Goals are Scale, Loyalty, better Content
and Redistribution across Dunkin’
channels.

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We Leverage External and Internal Influencers
InternalExternal
Culinary TeamContent Creators
External
Fan/Advocates UGC

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3 Ways Dunkin’ Works with Influencers
1. Pumpkin Season: Integration
2. Valentine’s Day: Innovation
3. Loyalty: Driving downloads

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1. Dunkin’s Approach
for Pumpkin

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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.

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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

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We Used Influencer Content Across All Fronts
Social
Channels
Email
10+ Campus
Ambassadors
Digital Media
Paid Social
Website

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DD Perks Ads for Acquisition + Engagement
DD Perks Engagement DD Perks Acquisition

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Dedicated Social Email to Engage Advocates

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We Also Took Pumpkin
Offline…

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First-Ever Local InstaMeet Drove National Scale
2 Instagram
Hosts

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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.

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InstaMeet Among Top Performing Dunkin’ Content
in 2015: 64,000+ actions

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2. Dunkin’s Approach
for Valentine’s Season

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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

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1. Advocates to Create UGC

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Created Snapchat Geofilters as a Fun Tool to
Encourage Sharing
Only unlocked
INSIDE our over
8,000+ Dunkin
stores!

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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

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2. Reach Influencers

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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

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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.

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3. Internal Influencers: Culinary Team

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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

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Our Culinary Team Crafted Content Unique to Dunkin’
Nearly 100K Social Actions

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3. Influencers to Drive
Loyalty

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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

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Thank You!
Melanie Cohn, Social Media Manager
@SocialMel
@DunkinDonuts

39.
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