BASKIN ROBBINS SOCIAL MEDIA STRATEGY Baskin Robbins is
BASKIN ROBBINS SOCIAL MEDIA STRATEGY
Baskin Robbins is the largest Ice Cream chain in India. Offering delicious and fun treats across 150 cities / towns with 550+ stores Brand Problem Brief Baskin Robbins India is looking to increase interactions with their online target audience and also wants to explore how it can engage with corporates
To increase interactions with online target audience To engage corporates with the brand Marketing Objective Social Media Objective Increased engagement with online TG Online to Office Campaign's Increased Digital Presence
Target Audience (for the given campaign) Young , Fun Loving , enthusiastic people who have a parallel life on the web. Corporate Men and Women who are always looking for little and big moments that create the right balance in life.
Ideas & Strategy The campaign will be divide into three phases : ESTABLISH ENCOURAGE ENGAGE
Social Media Touch point : Twitter Contest “BRappraisals” Description : Use #BRappraisals and nominate an office employee with your company name , who deserves an appraisal according to you and why. Establish More the number of office members take part more are the chances of the winner being chosen from your office. Winner gets to treat 30 employees with Baskin Robbins Gift Vouchers. Objective : To create buzz among the corporate audience and to make the #BRappraisals trending.
Social Media Touch point : Facebook and Baskin Robbins microsite Encourage Description : A FB video will be created showcasing men discussing the awkwardness in selecting flavors due to non manly flavor names. The video then has voice over which tells , now you can rename the Baskin Robbins Flavors with the manly names. Video then displays the url of the microsite , where the users will able to rename the flavors. The microsite will be also hosting a lot of content related users’s joyful BR experiences. The Microsite will enable the brand to interact with their TG audience and listen to them. Objective : Involve consumer in co-creation and providing the human touch to digital presence via the microsite interactions.
Social Media Touch point : Twitter Contest “SCOOPUP” Description: Go to the nearest Baskin Robbins outlet with 6 friends and send a selfie with your favorite Baskin Robbins Scoops to win a chance to get Raymond Suiting Gift Vouchers. Engage Make sure you use #SCOOPUP and nominate one of your friends for the SCOOPUP Selfie. You can increase your chance of winning if all the 6 people are suited up ! Objective : To increase footfall and engagement
Phase 1 : Twitter Impressions to map engagement Participants demography tracking will be done to help Baskin Robbins better define the online TG Tracking and Monitoring Phase 2 : FB Video views , shares , comments , likes Microsite Traffic , Comments , likes Number of new flavor names Phase 3 : Twitter Impressions Footfalls to Baskin Robbins Stores Number of Nominations and Suited up SELFIE’S depicting the increased online engagement
Phase Wise Distribution : Phase 1 : 20 % of the budget Budget Allocation Phase 2 : 60 % of the budget ( FB video creation , Microsite Development will require additional budget boosts) Phase 3 : 20 % of the budget
Thank You
- Slides: 11