Building a social media superstar brand.
Overview: As the Digital Agency of Record for Dunkin' Donuts from 2007 to 2013, I led the charge in transforming Dunkin' into a social media powerhouse. By harnessing customer passion and innovative technology, we created campaigns that generated excitement, buzz, and a loyal following, positioning Dunkin' as a brand to watch in the industry.
Challenge: Dunkin' Donuts needed to establish a strong presence in the rapidly evolving social media landscape. The goal was to connect with fans in authentic ways, boost engagement, and leverage technology to create memorable experiences that resonated with customers.
Strategy:
🍩 Customer-Centric Insights:
We placed customer passion at the forefront of our strategy. By analyzing fan interactions and adopting their nomenclature—like using "DD"—we created a sense of community that made fans feel valued and heard.
We placed customer passion at the forefront of our strategy. By analyzing fan interactions and adopting their nomenclature—like using "DD"—we created a sense of community that made fans feel valued and heard.
🍩 Innovative Campaigns:
I spearheaded the development of groundbreaking campaigns that utilized technology creatively to engage our audience. A prime example is the "Unfreeze It" campaign, where fans could watch live as they shot water guns to free a frozen Coolatta from a block of ice, turning a simple giveaway into a thrilling experience.
I spearheaded the development of groundbreaking campaigns that utilized technology creatively to engage our audience. A prime example is the "Unfreeze It" campaign, where fans could watch live as they shot water guns to free a frozen Coolatta from a block of ice, turning a simple giveaway into a thrilling experience.
🍩 Diverse Campaign Portfolio:
Over six years, I launched numerous campaigns, each tailored to maximize engagement and shareability. From interactive contests to viral challenges, every initiative aimed to excite Dunkin's fanbase and encourage social sharing.
Over six years, I launched numerous campaigns, each tailored to maximize engagement and shareability. From interactive contests to viral challenges, every initiative aimed to excite Dunkin's fanbase and encourage social sharing.
Fan of the Week:
Building on the success of Keep It Coolatta, we launched the “Fan of the Week” program, transforming social currency into a lasting initiative.
Building on the success of Keep It Coolatta, we launched the “Fan of the Week” program, transforming social currency into a lasting initiative.
Each week, one fan was spotlighted, creating an evergreen way to celebrate our most passionate supporters. Eventually, the program was extended to feature the weekly fan on Dunkin's NY Times Square billboard, too.
This concept has since been imitated by numerous brands, showcasing the power of customer engagement.
Results:
🍩 Enhanced Brand Visibility: The innovative approach resulted in significant PR buzz and increased media coverage, establishing Dunkin' as a frontrunner in the digital space.
🍩 Rapid Follower Growth: Dunkin' experienced substantial growth in social media followers, as fans flocked to engage with the brand through our creative campaigns.
🍩 Community Engagement: By leveraging fan insights and encouraging participation, we fostered a vibrant online community that deepened customer loyalty and connection to the Dunkin' brand.
Impact: Through passion-driven insights and innovative technological engagement, I successfully transformed Dunkin' Donuts into a social media superstar. The strategies implemented during this period not only enhanced Dunkin's digital presence but also set a benchmark for how brands could interact meaningfully with their customers online.
The following social media activations and campaigns were also recognized by the industry
Dunkin' Donuts Facebook Page
🏆 2011 MITX Finalist for Innovative Use of Social Strategies
🏆 2010 MITX Award Winner: Social Influence Applications
Penguin Suit Guy
🏆 2011 MITX Finalist for Video
Dunkin' Donuts Unfreeze It
🏆 2011 MITX Finalist
🏆 2011 Hatch Merit
🏆 2011 OMMA Award Finalist
Keep It Coolatta 2: Flavor Boogaloo
🏆 2010 MITX Finalist for Best Cross Media Campaign for KIC 2: Flavor Boogaloo
Maurice the Talking Espresso Bean
🏆 2010 MITX Finalist for Branded Content
🏆 2010 Hatch Award for Social Media
Dunkin' Donuts Facebook Page
🏆 2011 MITX Finalist for Innovative Use of Social Strategies
🏆 2010 MITX Award Winner: Social Influence Applications
Penguin Suit Guy
🏆 2011 MITX Finalist for Video
Dunkin' Donuts Unfreeze It
🏆 2011 MITX Finalist
🏆 2011 Hatch Merit
🏆 2011 OMMA Award Finalist
Keep It Coolatta 2: Flavor Boogaloo
🏆 2010 MITX Finalist for Best Cross Media Campaign for KIC 2: Flavor Boogaloo
Maurice the Talking Espresso Bean
🏆 2010 MITX Finalist for Branded Content
🏆 2010 Hatch Award for Social Media
Penguin Suit Guy:
This high-energy character captures the essence of Dunkin’s iced coffee.
This high-energy character captures the essence of Dunkin’s iced coffee.
With a playful persona, Penguin Suit Guy embarks on comedic adventures at various locations, showcasing the joy of iced coffee.
These improvised web videos were shared extensively on Dunkin’s YouTube channel and social media platforms, driving engagement and laughter.
The Great DD Gronk Off:
In collaboration with New England Patriots tight end Rob Gronkowski, we launched a program to support the DD Boston market and franchises.
In collaboration with New England Patriots tight end Rob Gronkowski, we launched a program to support the DD Boston market and franchises.
Known for his signature touchdown celebration of spiking the ball, fans were invited fans to share their own “Gronk” moments or selfie photos with a life-size cardboard cutout of Gronk found in stores. Through an app on Facebook, fans could upload their picture or video for a chance to win lunch with the man himself.
We also created the "Pep Talks With Gronk" video series of sharable content targeted at office workers who were most likely to be online during the day consuming content on social media. This campaign combined sports excitement with Dunkin's Bakery Sandwich lineup, creating buzz in the local market.
See the full case study and watch the videos.
See the full case study and watch the videos.
Keep It Coolatta: Grab It. Snap It. Post It. Win It.
This groundbreaking campaign aimed to promote the Coolatta beverage line while targeting a savvy, younger audience. In 2009, with over 925K fans, we encouraged fans to post photos with their Coolatta and tag them with #CoolattaGiveaway.
This groundbreaking campaign aimed to promote the Coolatta beverage line while targeting a savvy, younger audience. In 2009, with over 925K fans, we encouraged fans to post photos with their Coolatta and tag them with #CoolattaGiveaway.
Each entry entered them into a daily drawing for prizes like air conditioners, KangaROOS sneakers, and JetBlue flights. We even featured a "Fan of the Day" on our page. A custom content management system allowed us to efficiently sort entries and engage fans seamlessly.
Keep It Coolatta 2: Flavor Boogaloo:
For summer, we revitalized the Coolatta campaign by blending music with flavor. Fans submitted songs that reminded them of their favorite Coolatta flavors, contributing to an ultimate summer playlist.
For summer, we revitalized the Coolatta campaign by blending music with flavor. Fans submitted songs that reminded them of their favorite Coolatta flavors, contributing to an ultimate summer playlist.
The mix was released as a Dunkin'-branded Pandora station, complete with sharing capabilities and mobile alerts, enhancing fan engagement and excitement.
Meet Maurice: The Talking Espresso Bean
Introducing Maurice, Dunkin’s charismatic espresso bean, designed to enhance perceptions of our latte authenticity.
Introducing Maurice, Dunkin’s charismatic espresso bean, designed to enhance perceptions of our latte authenticity.
Maurice shares “Latte pick-me-ups” that encourage fans to support their friends. This engaging character operates as a fun, sharable widget on our Facebook page and website, embodying the spirit of Dunkin' while fostering community.
Unfreeze It:
In an innovative twist, we created the “Unfreeze It” campaign, where fans could use a digital platform to control a real water gun to free a prize from a block of ice.
In an innovative twist, we created the “Unfreeze It” campaign, where fans could use a digital platform to control a real water gun to free a prize from a block of ice.
This 30-day engagement drew in fans and far surpassed client expectations, generating significant buzz without any paid media support.
Be President of Dunkin' Nation:
Who wants to be mayor when you could be President? That was the idea behind this exciting promotion that invited customers to become the “President of Dunkin' Nation” and win cool prizes through a competitive check-in campaign on Facebook and Foursquare.
Who wants to be mayor when you could be President? That was the idea behind this exciting promotion that invited customers to become the “President of Dunkin' Nation” and win cool prizes through a competitive check-in campaign on Facebook and Foursquare.
The program was developed in only weeks and created a social media one-two punch of Facebook check-in and Foursquare technology. A leaderboard incorporated into the app allowed for real-time updating of the user's status, creating a huge organic proliferation of earned impressions.
Additionally, each time a user registered for the app or checked-in with Foursquare, the app pushed their notification to their friends' newsfeeds, amplifying the message about the program.
With real-time leaderboards and friend notifications, this initiative created organic engagement and community spirit around Dunkin’s offerings.
Get SanDDwich'd:
To promote the new Bakery Sandwich line, we encouraged fans to share photos of themselves “sandwiched” between two things they love.
To promote the new Bakery Sandwich line, we encouraged fans to share photos of themselves “sandwiched” between two things they love.
By uploading their image, they were entered for a chance to win a trip to Sandwich, MA on Cape Cod among other prizes like "I got SanDDwich'D at Dunkin' Donuts" tees.
This fun campaign capitalized on social photo-sharing trends and generated excitement around Dunkin's expanding menu.
Twitter Adaptive Canvas: Use hashtags to poll and reveal visuals in the header, pushing technology and creativity to achieve business goals for Dunkin'.
Programs to support the local DD Boston market, leveraging Dunkin's sponsorships with Boston teams including the Celtics, Bruins, Patriots, and Red Sox.
