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Olive Tree Foods Limited
Launching of Cold Stone Creameryin Bangladesh through Social Media Platform
The Unique Brand Launch…
We are the first organization in Bangladesh to launch an international brand completely digitally based on social media!
All the activities presented here are executed in Social Media platforms for launching
Cold Stone Creamery in Bangladesh
Olive Tree Foods Limited•Country’s leading and most progressive multi-brand retail F&B operator of brands including:
–Orange & Half Café–Watercress Restaurant–Signature Dining by Watercress–Cold Stone Creamery Café
Newest Addition:Cold Stone Creamery
• Owned by Kahala Brands, USA• Started at 1988 in Arizona, USA • US super premium ice cream brand• Operating in 27 countries with 1,500 stores• Bangladesh is Cold Stone’s 27th market!
Brand’s USPs
• # 1 Super Premium Ice Cream of USA
• Made Fresh Daily
• Experience Factor
Pre Launch Activities in
Social Media
• We launched our Facebook page for Cold Stone Creamery Bangladesh before doing anything else in public!
• We executed extensive market research on our target market demographic and discovered that digitally approaching our target group would be the best approach in communicating our brand values
• We attracted 90% of our market by launching a Facebook centric campaign thus we could intensely focus on our followers and engage them throughout our journey
Facebook Page Launch
• We generated thousands of likes on our page • Followers began asking questions about our brand creating a
wonderful buzz of what was to come!
Facebook Page Launch (Outcome)
• Besides the organic growth, our boosting and advertisements pushed our name on Facebook beyond normal limits
Facebook Page Launch (Outcome)
Facebook Page Posts
• We deployed the appeal of our decadent and delicious products to entice our followers on Facebook
• The frequent posts on our page encouraged our customers to eagerly anticipate our grand opening
• Multiple postings, both static and audiovisual, have been posted to our Facebook page since its launching
Video Posts
• In order to promote our major USPs, including freshly made super premium products and experience factors, [for the first time in Bangladesh] - we included our own management staff and crew in the marketing campaign of the brand’s launch
• Our employee recruitment through an “audition” and training process was posted, promoting the depth of fun and excitement this brand will be!
• Since our ice cream is “Made Fresh Daily”, unheard of in Bangladesh, we put up a video highlighting our state of the art on-site production facility
Video Posts
Available on our social media pages
Made Fresh Daily
Experience Factor
Crew Training
Video Posts (Outcome)
• Instantly, each and every video we posted went viral drawing unprecedented customer engagement
• The Facebook page experienced hundreds and thousands of views, likes, queries, shares, and comments!
• We achieved around 520,000 Reach, 120,000 Views and 5,000 Likes in all our videos!
• We posted several teaser photos and information about the brand and steadily promoted them in Facebook keeping all our followers fully informed
Teaser Posts
Teaser Posts (Outcome)
• For every post, the followers responded with Likes and shares• It gave us the positive hype we needed right before our store
opening to launch on a very positive note• We achieved around 165,000 Reach and 11,000 Likes in
these teaser posts!
Pre Grand Launch Announcement
Grand Launch Activities in
Social Media
Private Preview Party• For the first time in Bangladesh, a Private Preview Party was arranged in advance of the grand launch. We invited influential people from media, celebrities, socialites, diplomats and opinion leaders
• We sent out formal invitations including a velvet pouch containing Cold Stone Creamery goodies. Naturally this unique approach was well received creating further interest in our launch.
The Party…• Our Private Preview party was held in our 4,000 SFT state-of-the-art flagship store located in the exclusive commercial enclave, Gulshan!• The venue was decorated in such a manner that reflects the brand’s international affiliation, premium positioning, excitement, fun and the total exclusive experience that it promises
Begins…Our event was a major success in Dhaka. We invited 500 of the countries most popular socialites, celebrities, influential individuals and ice cream lovers to come try out our products and enjoy a fun night! We invited the US Deputy Chief of Mission to Dhaka to accompany the ribbon cutting
Attractions of the NightAfter formal ribbon cutting and speeches, the fun began with random dancing flash-mobs, an unique ice cream fashion show promoting our Signature Creation ice creams, confetti in the air and a live band on stage!
Attractions of the Night
Celeb Studded Night
Celeb Studded Night
Post Launch Activities in
Social Media
Grand Launch Videos
Click on the links to see the videos!
Grand Launch Videos (Outcome)
• The hype created by us worked massively. In our first 10 days of operation, we served around 8,000 customers and we received raving customer reviews!
• Our team worked very long-long hours in store and could only sleep for 4 hours a day in initial days!
• We achieved around 1,800,000 Reach, 1,600,000 Views and 20,000 Likes in our two Grand Launch videos!
Post Launch Reviews in Facebook
Post Launch Footfall
Post Launch Footfall
Special Day Celebrations
• Later, we posted videos of our first day of operation and special day celebrations in Facebook
• Click on the links to see the videos!
Initial Days
Special Day Celebration Videos
Post Launch Social Engagements
• Due to such unexpected interest from our Facebook followers we had fun with our ongoing engagement initiatives including - Selfie Contest, DubSmash Contest, and what not!
• We even held a live broadcast matches of some ongoing cricket tournaments in giant LED screen at our store!
Post Launch Social Engagements:Contests
Post Launch Social Engagements:Videos
LIVE Broadcast of Asia Cup ASIA CUP FINALE
DUB-SMASH CONTEST
Post Launch Social Engagements (Outcome)
• At static posts and contests during post launch period, we have achieved around 1,010,000 Reach 130,000 Likes!
• Whereas, in videos highlighting our live broadcast of cricket matches and DubSmash contest, we have achieved around 1,200,000 Reach, 240,000 Views and 10,000 Likes!
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Media Coverage and PR
Key Success Factors
• Vast local market knowledge• Passionate & dynamic mindset• Efficient team work• Robust management team with proven records• Meticulous planning and time management• Successfully identifying the right TG, media and message • High level industry, media, regulatory and social network• Concrete infrastructure to develop new market for a brand
