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FLAVOR OF YOUR DREAMS
MORGAN MCMAINSACCOUNT EXECUTIVE
MADDY MILLERACCOUNT PLANNER
JONATHAN TERRYMEDIA PLANNER
DINA GHIOTOCREATIVE
BROOKE WALTONCREATIVE
CLAYTON HOFFMANPR/PROMOTIONS
MIRANDA BURKEPR/PROMOTIONS
EMILY TOWNSENDACCOUNT EXECUTIVE
22LBS
The average American eats 22 pounds of ice cream every year. We think that’s pretty cool. We also think ad campaigns are pretty cool. Thats why we call our ad agency 22lbs. Meet our awesome team below.
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2 The Team3 Table of Contents5 Executive Summary6 The Brief7 The Case8 Research10 Competitor Analysis11 Consumer Analysis12 Insight13 Campaign Message
14 Creative Strategy16 Online Videos18 Opposites Attract Storyboard20 Social Media21 Facebook22 Snapchat23 Twitter24 Instagram25 Press Release
26 Outdoor28 Speed Dating30 Buzzfeed32 Media34 Evaluation36 Appendix
EXECUTIVESUMMARY
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E X E C U T I V E S U M M A RYBaskin-Robbins needs a fresh, new perspective and we at 22lbs are here to offer just that. Baskin-Robbins has struggled with reaching millennials in recent years and we have created a campaign that will solve that problem. We will execute a carefully planned campaign that will resonate with younger audiences, drive more foot traffic into stores, and increase awareness of the variety of BR flavors. Based on our research, we will be able to deliver the right message to the right audience at the right time. Our plan will use tongue-in-cheek language and clean, simple visual designs to grab millennials’ attention and spark their interest. Baskin-Robbins has so much to offer to this target audience; we need to improve BR’s communications in order to capture the hearts of millennials around the country.
THE CASE
BUSINESS CHALLENGEBASKIN ROBBINS IS ALL ABOUT
FLAVORS. It has created over 1200 different ice
cream flavors throughout its history as a brand. Despite BR’s focus on innovative flavors, it is not getting the credit it deserves from consumers based on perceptions and preconceived notions that BR is not an innovative brand. People may think that Rocky Road and Mint Chip are the limits of “different” at BR. In reality, Baskin has more than the usual flavors. The flavors are based on food trends and are
FAMILIAR WITH A TWIST.Its product offering also goes beyond ice cream with cakes, cones, sundaes, warm cookie sandwiches, and beverages. We want to make consumers, specifically millenvnials, think differently about the brand. We want them to recognize that BR is a place to discover unexpected flavors they have not tried before. To date, the brand has focused heavily on its products in content and creative messaging. Moving forward there is opportunity to tell a more emotional brand story and shift consumer perceptions about the brand, specifically with a millennial audience, through
STORIES
Drive increased traffic and purchase with younger demographic, specifically millennials.
CAMPAIGN CHALLENGEMake people rethink the flavors at Baskin-Robbins to get a new, younger generation of people to visit.
TARGETMillennials, 18-25; “Flavor Explorers” love to try new foods, flavors, and share a new food experience with friends. The conversation, “have you tried XYZ food yet?” can motivate them to visit a restaurant. If they haven’t tried it, they’ll seek it out. They like to be among the first to try a new restaurant, or new signature dish. They like telling their friends about new tastes that few have tried, and they like foods with unique twists.
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INSIGHTThis audience places a heavy emphasis on customization, flexibility, choice and convenience.
BRAND TONEFun, Playful, Energetic, Youthful
BUDGET/TIMINGFlight Dates: April – AugustMedia: $4MProduction: $1M
FLAVOR
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RESEARCHThroughout our research, we sought to answer many questions about Baskin-Robbins and its consumers. We wanted to discover the consumers’- age - gender - preference of ice cream provider- time and frequency of their ice cream consumption- people they eat ice cream with - flavor preferences- likelihood of sharing positive experiences with others- media usage- already established attitudes and feelings towards Baskin-Robbins
We hoped to learn about current Baskin-Robbins consumers, people who don’t frequent Baskin-Robbins, and most importantly our target market millennials. We used this information to identify our best consumers as well as understand their ideas and behaviors.
OBJECTIVES RESEARCH METHODOLOGIESWe aimed to gather quantitative and qualitative information about consumer perception of the brand, brand challenges, brand history, and the ice cream industry as a whole. Since our agency is made up of millennials, we surveyed our friends and classmates to learn about their attitude towards Baskin-Robbins. We created an online survey, which we distributed via social media, and recorded the responses. In the survey we wanted to learn how often millennials go out for ice cream and who they go with, what words or feelings they associate with Baskin-Robbins, and whether or not they have ever been to a Baskin-Robbins. Another tactic for primary research was conducting a focus group with local Athens millennials. We felt it was important to discover what our target market’s interests and preferences are when choosing an ice cream brand in order to make Baskin-Robbins more appealing to them. Focus group questions led to conversations about brand preference, brand awareness, the desire to experience something new and exciting, and how millennials would share those experiences via social platforms. In addition to holding a focus group and conducting a survey, we at 22lbs, as a group of millennials, often discussed similar questions among ourselves. We believe our personal opinions of Baskin-Robbins serve as a great primary source when asking questions about millennials and how they interact with brands.For much of our secondary research we used Baskin-Robbins’ website to collect information about its history, flavors, products, and services. We also surveyed competitors of the brand to determine differences and opportunities for Baskin-Robbins. In order to assess what Baskin-Robbins is currently doing on social platforms, we analyzed Facebook, Twitter and Instagram as well as their competitor’s social profiles.
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INDUSTRY FINDINGSLike any industry, the ice cream market faces change from year to year. Currently, the ice cream is experiencing three emerging trends that will affect how consumers view and purchase their brands.Today, the ice cream shop market is more crowded than ever. In an increasingly cluttered landscape, it’s important for ice cream brands to find ways to differentiate themselves. Big brands are thinking smaller on a boutique level, creating unique packaging and overall aesthetic and utlizing local ingredients in their products. By breaking away from large manufacturers and big business, the ice cream industry is demonstrating and celebrating a sense of individuality among their competitors.Health concerns and nutritional information are becoming more and more important to consumers. Consumers are buying fewer treats including snack cakes, sodas and ice cream. In the ice cream industry, companies are gearing their products to be GMO-free, hormone free, non-dairy, and without additives or preservatives. Brands have shied away from claiming their products are “slimming” and are instead focusing on letting consumers know that their products are “better for you.”Ultimately, the ice cream industry is focused on providing a wide variety of flavor options. New and innovative flavors, flavor combinations, and “make your own” creations are driving consumers into stores. Consumers feel if they are going to consume high caloric treats, the dessert better be worth it and something they’ve never tried before.
COMPANY FINDINGSBaskin-Robbins is the number one hard scoop ice cream shop in the country. Founded in California in 1945 by brother-in-laws Burt and Irv, the company is now part of Dunkin’ Brands Group. BR has grown to over 2500 stores in the US and is the world’s largest chain of ice cream specialty shops. It offers a variety of products including customizable cakes, cones, scoops, sundaes, beverages, warm cookie sandwiches, cookies, and prepacked ice cream. Baskin-Robbins is all about flavors and innovation. It has served over 1200 flavors throughout itsv history as a brand and features a new flavor every month. Baskin Robbins “31®” was created to represent a different ice cream flavor for each day of the month. In addition, there are always at least 31 flavors of ice cream offered in store at any given time.
PSYCHOGRAPHICS The Flavor Explorer segment is a very diverse and unique group. They are often creative, outgoing and passion-driven. Also considered “trendsetters,” this group stays in touch with all the newest and hottest trends through its presence on social media networks and keeps tabs on celebrity news and gossip. The Flavor Explorers are considered “foodies” and will splurge on new or different food experiences; however, they are creative with their budgets and will always find a deal. This group skews female and loves “do it yourself” (DIY) activites. These consumers enjoy music festivals, local concerts, cheering on their favorite teams and going to places “to be seen.” They will make time to socialize with friends whether they’re meeting up at the gym or gathering for drinks at a new bar; their social network is offline as much as online. This segment is young, active with multiple brands, and are likely to explore its options. While some may argue that millennials are the most loyal generation, studies show that they will switch brands based on several factors such as friend recommendations, a more appealing competitor, or even a brand’s social cause. Time at home is often spent trying new recipes or experimenting with trending health and beauty products. Flavor Explorers prefer online shopping rather than visiting typical retail stores, unless it is a social outing. This group shops based on “what’s trending” and regularly spends money in clothing, food, shoes, entertainment, and the electronics categories. They desire easy access to information and depend on recommendations to make final purchase decisions. The Flavor Explorers’ top brands for clothing include Victoria’s Secret, Old Navy, and Forever 21. In the food and drink category, JIF peanut butter and Evian Water are high on their “most likely to buy” list. The health and beauty category includes CoverGirl, Neutrogena, and Dove as the top purchased brands.
DEMOGRAPHICSBaskin-Robbins’ target demographic is 18-25 year olds with low levels of income (>$30,000 a year). They live all over the United States because ice cream is enjoyed everywhere. The target demographic is of all genders, races/ethnicities, and religions. Our campaign is targeted to current college students and recent graduates.
TARGET MARKETBaskin-Robbins’ current target market is millennials between the ages of 18 and 25. Although millennials are a large generation born between 1980 and 1996, Baskin-Robbins will focus on the younger spectrum of this group in a segment they call, “Flavor Explorers.” The company wants to reach these consumers who seek out new food experiences with their friends. Flavor Explorers enjoy telling other people about new cuisines that they have tried. They are experiencers, and they enjoy food with a unique twist.
CONSUMER ANALYSIS
COMPETITIVE ANALYSIS
PRODUCTS DIFFERENTIATOR DISTRIBUTION CURRENTCAMPAIGN
SOCIAL MEDIA
scoops, cakes,sundaes, cookie
sandwiches, cookie sundaes, milkshakes,
smoothies, floats, freezes, ice cream
sodas, parfaits
31 different flavors,new flavor every
month
Baskin-Robbins scoop shops,
some grocery stores “More Flavors. More Fun.”
FacebookTwitter
PinterestYoutube
pop culture references
in flavor names, celebrity
partnerships,philanthropic,
GMO free, non-dairy options
Ben & Jerry’s scoop shops,grocery stores,
convenience/drug stores,gas stations
“The best possible ice cream in the nicest way
possible”
FacebookTwitter
Google+PinterestTumblr
InstagramSnapchatYoutube
create-your-own ice cream cups and cones, sundaes, milkshakes,
frappes, pre-packaged ice cream, smoothies,
cakes, cupcakes, cookie sandwiches, pies, frozen
yogurt, sorbet
made to order creation,tip jingles
Cold Stone scoop shops
“The Ultimate Ice Cream Experience”
FacebookTwitter
InstagramCold Stone App
novelties, sundaes, cones, blizzards, hot
desserts, frappes, shakes/malts, fruit smoothies, cakes,
blizzard cakes, mini blizzard cakes
drive thru,famous blizzards
wide variety of food products
Dairy Queen stores
FacebookTwitterTumblr
YoutubeInstagram
“Fan Food. Not Fast Food.”
pints, scoops, cakes, catering
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CONSUMER INSIGHT ONE
MILLENNIALS LOVE TO BE IN LOVE
INSIGHT TWO
MILLENNIALS WANT TO BE
ENTERTAINED AND ENGAGED
CONSUMER INSIGHT THREE
MILLENNIALS VIEW BASKIN-ROBBINS AS
IRRELEVANT AND UNRELATABLE
CA
MPA
IGN
ME
SSA
GE Based on our Insights, our campaign aims to make Baskin-Robbins
RELEVANT AND RELATABLE.
FLIPPING THE SCRIPT.
We want to be a part of the “love” conversation that is already going on among millennials; however, instead of slipping through the cracks, we want to turn the conversation on its head by
Our concept will feature relatable characters falling in love with Baskin-Robbins flavors. The characters will not only enjoy these
THE FLAVOR OF THEIR DREAMSat Baskin-Robbins. The characters will share their obsession with their BR flavor through common tropes of love, such as the “perfect match”, the “love triangle”, and “opposites attract.” The narratives will be comedic and will surely stand out among OUR INCREASINGLY LOVE-STRUCK CULTURE.
flavors, they are going to be romantically in love with them, too. These love stories will be ridiculous, witty, and attention-grabbing, while informing the viewer that he or she can find
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CREATIVE STRATEGYWe want the visual aesthetic of this campaign to be eye-catching, meaningful, and unlike anything Baskin-Robbins has done before.
We want to remain true to the already established Baskin-Robbins brand, but put a fresh, contemporary spin on it. The campaign will, therefore, use the traditional BR Blue and Pink and the classic BR fonts, while also pulling in new pinks, blues, and scripty fonts. We found that most of Baskin-Robbins’ past campaigns and in-store collateral employ mostly pink. We decided to incorporate more blue, especially into the cup design, to offer both a change of pace from the pink aesthetics of the past and also balance out the femininity associated with pink and the notion of love.
We love the image of the iconic pink BR spoon. We believe it the spoon is an under-used secret weapon of the brand, and we had to include it in the campaign design. We subtly juxtaposed the pink spoon (which represents Baskin-Robbins as the creator of thousands of flavors) with a sketched arrow piercing a circle (which represents the notebook doodles of the flavor love story we are telling).
Lastly, we want to remain true to the brand tone and voice while still executing a campaign that reaches millennials successfully. All of the photography and artwork will be bright, young, and fun like the past Baskin-Robbins imagery, but will now employ more sophisticated, simple, and clean visuals.
TRADITIONAL BR BLUE
ROBBIN’SEGG
ICE CREAMDREAM
SWEETBLUSH
TRADITIONAL BR PINK
NEUTRA DISPLAY MEDIUM FONT
A V E N I R L I G H T F O N T
Beyond the Mountains FontHelvetica Neue Thin Font
�eFLAVOR
of your
dreams
NEW CONES
NEW CUPS
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�eFLAVOR
of your
dreams
�eFLAVOR
of your
dreams
�eFLAVOR
of your
dreams
PERFECT MATCH LOVE TRIANGLE PLAYS THE FIELDPDA COUPLE• Characters: Athletic guy named Brad and Premium
Churned Reduced Fat, No Sugar Added Pineapple Coconut Ice Cream.
• “We met at Baskin-Robbins.” • “She’s the full package. She’s refreshing, exotic,
and healthy.”• “I’m the best version of myself when I’m with her.”• “She was churned for me.”• “Guys at the gym are really jealous. I love showing
her off because she always looks so good.”• B-roll: Brad walking through the gym with his ice
cream girlfriend. All the other guys are turning their heads and dropping their weights to steal a glimpse of his “girl.”
• Characters: Slightly obnoxious girl named Claire, and Pumpkin Pie Ice Cream.
• “We met at Baskin-Robbins. I just saw him across the way and had to scoop him up before anyone else could.”
• B-roll: Claire posting on Instagram. “He is my #FlavorCrushFriday today and everyday.”
• “I love you so so so so much pumpkin!!!!! No I love you more, No I love you more.....”
• B-roll: Claire making out with her ice cream in front of families in the scoop shop.
• ”Pumpkin’s and my love was instantaneous. We owe it all to Baskin-Robbins.”
• Characters: Jessica and her multiple flavor flings.• “So my flavor of the week is Strawberry Shortcake.”• “I’m not ready to settle down yet.” • “What’s wrong with wanting to try every flavor?” • “On Mondays I might want a scoop of Rocky
Road, but what if I want Pralines and Cream on Tuesday?”
• “I’ve collected soooo many pink spoons over the years.”
• B-roll: Jessica in a bar, leans over to ice cream sitting on the counter next to her, “You come here often?”
• Characters: Mallory and her two flavors, Chocolate Cookie Dough and Habanero Ice Cream.
• “I used to be with Chocolate Cookie Dough, but we decided that we’re just better as friends. He just wasn’t the right flavor for me.”
• “Now I’m with Habanero Ice Cream. He is SO hot and delicious. He has really spiced up my life and added some much needed heat and excitement.”
• “He is such a good spooner.”• B-roll: Mallory sliding the Chocolate Cookie Dough
Ice Cream away from her across the table with a bored look on her face. Her face lights up when she sees Habanero and grabs the cup and starts giggling.
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ONLINE VIDEOS WHERE? The 30 second versions of these videos will be posted on Instagram. The 90 second versions will be posted on Facebook, YouTube, and our website.
STORYBOARD EXAMPLE
The video will open on our main character, Matt, and the flavor of his dreams, Wild N Reckless.
In an interview-type format featuring Matt and his flavor together, Matt’s first line would be:
“WE MET AT BASKIN-ROBBINS, IT WAS LOVE AT FIRST LICK”
As Matt continues to describe his BR love story in the background, B-roll footage of Matt and his ice cream will be playing.
Normally a straight-laced guy, Matt has been pushed out of his comfort zone by Wild N Reckless in more ways than one.
“SHE’S GIVEN ME THE COURAGE TO DO THINGS I NEVER DREAMED I WOULD DO.”
This scene will show a police officer walking up to a steamy car at a scenic overlook. As he shines his flashlight into the car, he finds Matt “making out” with Wild N Reckless with a face covered in ice cream.
“I JUST CAN’T CONTROL MYSELF, OFFICER. SHE’S JUST SO GOOD.”
The closing scene will be a close up shot of the original interview. Matt will be thanking Baskin-Robbins for helping him fiind the flavor of his dreams.
“I NEVER THOUGHT I’D FALL FOR ANYBODY LIKE THIS, BUT WE JUST MELT WHEN WE’RE TOGETHER.”
EACH UNIQUE BASKIN-ROBBINS LOVE STORY WILL START AS A 30 SECOND TEASER AND
FOLLOW WITH A 90 SECOND FULL STORY
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OPPOSITES ATTRACT
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SOCIALMEDIA
Through the research process, we found that millennials really hate advertisements cluttering up their social media news feeds. We decided that in order to effectively advertise to them without annoying them or turning them off from BR, we need to use more subliminal, integrated messaging that flows in nicely with their social media platforms. We believe this type of native advertising will be subtle, and some people will be pleasantly surprised when they realize the person they almost scrolled past is actually an advertisement from Baskin-Robbins.
Millennials use Facebook as a way to connect with friends, family and brands. They share and watch videos, read the news, and share life updates on this platform. We believe our target audience would see and appreciate Baskin-Robbins posts on this media.
SNAPCHAT
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Snapchat is one of the most widely used social platforms among millennials. They appreciate the posts’ brevity of life and lack of permanence. We believe using a simple and humorous filter will encourage our target market to view and spread the word about our campaign.
Twitter is used by our target market for entertaining posts and news. By tapping into the trends on Twitter, we will communicate with our audience in a way that will flow with the platform and capture their attention. For example, this post references a current Twitter trend comparing “me vs. you.”
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Open letter to Baskin-Robbins customers:
Dear Baskin-Robbins patrons,
We at Baskin-Robbins cannot thank you enough for the years of love and support you have shown us. We have dedicated our lives to bringing you the best ice cream in the world and it has been a labor of love since the beginning. It’s our pleasure to see each and every person who enters a Baskin-Robbins scoop shop leave with a satisfied smile on their face. That being said, in recent months there has been a peculiarity spotted by employees in our stores across the nation that has troubled some of our staff as well as our customers. Ordinarily we would let management handle these issues at an individual level, but it has grown to be such a common phenomenon that we feel as though we, as a company, must address it with the country. Baskin-Robbins lovers, please stop making out with your ice cream cones.
As much as we appreciate your patronage and unbridled enthusiasm for our product, we are afraid that many of you have taken your enjoyment of our ice cream to a level that others may, and often times do, find uncomfortable to witness in a public setting. Baskin-Robbins has been and always will be a place for ice cream lovers to express themselves and their love for frozen dessert. However, need we remind you that we are living in a civilized society, and not a complete free-for-all. There are ethical standards we must abide by in our stores, and we must ask that guests in our shops please discontinue the following acts while enjoying their ice cream: kissing, caressing, whispering “sweet nothings”, prolonged licking, etc. We feel like this is not too much to ask of our customers, and we thank you for understanding and cooperating with these new guidelines. Baskin-Robbins will continue to supply you with all of your favorite flavors. If your flavor love is so strong that you cannot control yourself in our stores, please be reminded that you can always buy our ice cream by the pint and enjoy it in the privacy of your own home.
Our sincerest thanks,
Nigel Travis Chairman & CEO, Dunkin’ Brands
PRESS RELEASE PARODY
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Open letter to Baskin-Robbins customers:
Dear Baskin-Robbins patrons,
We at Baskin-Robbins cannot thank you enough for the years of love and support you have given us. We have dedicated our lives to bringing you nothing but the best ice cream in the world, and it has been a labor of love since the beginning. It’s our pleasure to see each and every person who enters a Baskin-Robbins scoop shop leave with a satisfied smile on their face. We also love to see each and every person leave our scoop shop with ice cream smeared all over their face. We want to encourage all Baskin-goers to openly love their ice cream. If you want to make out with your ice cream, go for it. Be our guest. If you want to whisper “sweet nothings” to your ice cream, whisper away. If you want to pet or caress your ice cream, knock yourself out. We want every Baskin-Robbins shop to be a place where love of all types, especially flavor love stories, is promoted and accepted. We encourage all Baskin-Robbins lovers to show affection for their ice cream in any way they know how. Our Baskin-Robbins patrons never disappoint and I know you will continue to literally show us the love. Happy licking and happy loving.
Our sincerest thanks,
Nigel Travis Chairman & CEO, Dunkin’ Brands
PRESS RELEASE PARODY
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As one of the most popular social platforms for millennials, Instagram offers an opportunity to communicate with simple aesthetics and short captions. Millennials appreciate clever brands that communicate to them in a way that doesn’t clutter their feeds. Our instagram content will appear as sponsored posts that are naturally integrated to read like normal posts.
OUTDOORAlthough billboards are considered a more traditional media vehicle, we believe they will still be effective in reaching our target audience if used correctly. By using tongue-in-cheek phrases like “love at first lick,” “let’s spoon,” and “live, love, lick,” we will catch the attention of drivers and hopefully get them to reconsider the Baskin-Robbins brand with a new, fresh perspective. We kept the design as simple as possible so it can be read, processed, and enjoyed as quickly as possible.
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FLAVOR SPEED-DATINGMillennials have a great interest in temporary experiences with a lasting impression. This has lead to great success with businesses like Airbnb, as well as a huge response from millennials with things like pop-up shops. Pop-up shops are just as they sound: storefronts that only exist for a very limited amount of time. They are currently a very hip trend in retail, and we want to capitalize on that trend in a way that will showcase all of the delicious flavors that Baskin-Robbins has to offer and present them within the context of our campaign theme. We want to organize a free “speed dating” event that will let our target market sample a plethora of Baskin-Robbins’ exciting flavors quickly as well as show them that Baskin-Robbins is a relevant and viable option when it comes to frozen desserts. The event would be organized in a similar fashion to speed dating events, where there are multiple booths, each with their own specific flavor, and people would go from booth to
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booth trying all of the flavors. We would take pictures to post on social media outlets, as well as provide a geofilter on Snapchat to increase shareability. These speed dating events would take place across the country in places like public parks and college campuses. Our hope with these events is that millennials will find the flavor of their dreams and recall the brand when they find themselves cravingthat flavor again.
#FLAVOROFYOURDREAMS
#FLAVORFLING
#FLAVORCRUSH
POST YOUR FAVORITE FLAVOR
ON SNAPCHAT, FACEBOOK,
INSTAGRAM AND TWITTER!
RESULTS
QUIZ BUZZFEEDBuzzFeed is an internet media company whose website has over 90 million unique visitors each month in the United States. BuzzFeed specializes in branded content, which is a more discrete and effective way of advertising to millennials who do not generally appreciate blatant sell tactics. BuzzFeed’s content is simple and shareable, which is perfect for a millennial audience that enjoys straightforward, concise, and engaging media. More than 70 percent of BuzzFeed’s traffic is from mobile devices, which is overwhelmingly where millennials consume digital media. We decided to take advantage of this platform by creating our own quizzes and lists that could be taken and shared, such as “What does your favorite ice cream flavor say about your love life?” and “12 ice cream flavors you didn’t know existed.” We used these to showcase unique Baskin- Robbins flavors in a manner that is engaging and fun rather than intrusive and annoying.
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MEDIA OBJECTIVES
AND
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Through our primary research, we were able to identify the media outlets most used by millennials. In order to effectively engage millennials in the “Flavor of Your Dreams” campaign, we will reach them where they are already active: digital platforms. With the target market being between ages 18 and 25, our primary means of advertising will be social media. We have designated a large portion of the budget towards mediums such as Facebook, Instagram, Twitter, and Snapchat. Targeted mass communication and shareability are key. We love that we can reach a huge portion of our target market easily and also give them the opportunity to share the campaign themselves. Through paid sponsored ads and boosted posts, our campaign videos and posts will be shared by millennials and in turn spark conversation and interest in the brand. In addition, we will use the online platform Snapchat because of its increased use among millennials in the last 2 to 3 years. Our strategy is to promote our speed-dating events on Snapchat as well as create sponsored filters in hopes of creating a more favorable view of Baskin-Robbins. Facebook and Twitter have always been a haven for millennials, but have increasingly become more of a means of entertainment and news, which perfectly fits our type of campaign.
Millennials are more willing to pay for online streaming services than for cable TV. Therefore, we will focus on online video ads featured on Hulu, Youtube, and other online television streaming services.
Although billboards are considered a more traditional media vehicle, we believe they would still be effective in reaching our target audience if used correctly. By using tongue-in-cheek phrases, we will catch the attention of drivers and hopefully get them to reconsider the Baskin-Robbins brand with a new, fresh perspective.
To further our campaign’s message, we will incorporate promotional events that will enhance its success by directly interacting with consumers and curate positive experiences with the BR brand. Based off our focus group interactions, millennials respond positively toward brands that offer products for free. Millennials will have the opportunity to actually try Baskin-Robbins’ flavors in an interactive, fun, and rewarding experience at the “Flavor of Your Dreams” speed-dating promotional events.
DIGITAL ONLINE TELEVISION STREAMING
OUTDOOR
PROMOTIONAL EVENTS
ME
DIA
RAT
ION
ALE
BUDGET
$4 million on media$1 million on production
$5 million total
Facebook: $800,000.00 Instagram: $700,000.00 Snapchat: $750,000.00 Twitter: $300,000.00 Youtube: $250,000.00 Hulu: $300,000.00 for 3 different events Promotional events: $300,000.00 Outdoor: $600,000.00 for 20 different locations Production: $1,000,000.00
MEDIA SCHEDULE
MAY JUNE JULY AUGUSTAPRIL
We believe the best advertising is done when the right message is delivered to the right person, at the right time, in the right place. The media choices for our “Flavor of Your Dreams” campaign are crucial to our strategy. We will use social media outlets, online streaming services, outdoor advertisements, and promotional events to reach our target market and capture their attention. We believe our media plan will be successful because our media choices are rooted in research and have been thoroughly planned.
To increase in-store millennial purchases
by 20% annually by the end of 2017
To increase awareness of 31 flavors by 40% among
millennials by the end of the campaign
OUTDOORPROMOEVENT
PRESSRELEASE
OUTDOORPROMOEVENT
PRESSRELEASE
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Getting millennials’ attention means getting on their screens. Our decisions to use online social platforms and branded content sites are perfect for measuring and evaluating a campaign. Social platforms easily track reach and engagement among consumers. The success of our communications on social media outlets will be measured based on shares, likes, comments, and views. This data combined will demonstrate overall reach for our collective digital efforts on Facebook, Snapchat, Twitter, Instagram, and Buzzfeed.
Tracking attendance at our pop-up speed dating events is an important piece to our evaluation puzzle. We could track attendance and participation through sign-ins at the event, or even ask participants to “check-in” on Facebook. We can also measure engagement with the brand at promotional events through use of the Snapchat filter and the hashtags. Hashtags will also be found on social media posts and billboards.
Lastly, tracking overall sales would be a great way to evaluate the success of our campaign.v
We believe that the “Flavor of your Dreams” campaign combines both digital and guerilla efforts, creating a campaign that is easily measurable. Baskin-Robbins will be provided with updates on the reach of the campaign throughout the media schedule as well as information regarding engagement with the brand in the digital space to make adjustments accordinly.
Evaluation
Which Social Media platforms are you using the most?“Instagram, Snapchat, Twitter, Facebook”
How are you using Social Media?“Stay on top of trends, news, entertainment”
What is your favorite Ice Cream brand and why?“Ben & Jerry’s, I like that they get celebrities involved and incorporate pop culture into their flavors”“Ben & Jerry’s, their flavors are fun”“Honestly I like whichever is having a sale or a promotion that I can afford”
What comes to mind when you think of Baskin-Robbins? • Dunkin’ Donuts • The logo is kind of old • Indifference• Stores are hard to find• Pink & blue • Traditional• Going for ice cream with my grandparents • Generic flavors
What would make you go to a Baskin-Robbins store?• A flavor that I really liked• Some incentive, like a sale • A new crazy flavor
How do you feel about sponsored content on social media?“I scroll past it unless it’s funny or interesting.”“I am more likely to share if it’s funny or entertaining.”
As millennials, what would you like to see in the Flavor of Your Dreams campaign?• Same-sex love story • An animated Snapchat filter
APPENDIX
FOCUS GROUP HIGHLIGHTS
ONLINE SURVEY DATA
36 37
APPENDIXONLINE SURVEY DATA
CONTINUED
38 39
