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BASKIN ROBINS INDIA Digital Marketing Plan
OBJECTIVE
To increase engagement with their online target audience and connect with corporates.
To create a campaign that is an online to office campaign that will drive footfall to their parlors.
DIGITAL CAMPAIGN- SCREAM FOR ICE CREAM Campaign Idea 1: “Chef Me Up”
Campaign Idea 2: “Ice Cream Fight”
Campaign Idea 3: “I Scream for ICE CREAM”
Campaign Idea 4: “Make Me Happy”
Campaign Idea 5: “Cream Doodles”
DIGITAL PLATFORMS
YouTube
Vine
“CHEF ME UP”
Insight: Everyone wants to create something new and get appreciated for it. We all love fame. And, we all love ice cream. Our target audience can be anyone between a 6 year old kid to a 50 year old adult. We give them a chance to try their best shot at getting famous
Objective: To get our Target Audience to try out our ice cream. Plate it creatively or use it differently.
Idea: We ask our target audience to send us their own ice cream creations in the form on Facebook posts, Twitter Updates or Instagram Images. The one that impresses us the most, makes it to the cover picture of all our platforms and gets a chance to sell their ice cream creation at all the Baskin Robins stores for a month. We can also convert the recipes received into 30 second vine videos.
SAMPLE UPDATES
Facebook Post: If you love ice cream, look no further. Here’s your chance to share your ice cream creation with us and win a chance to feature at a store! All you have to do is share your recipe and an awe-yummy picture with us on Instagram, Twitter or Facebook. From smoothies to ice cream cakes to plating it your favorite way, the choice is yours!
Tweet: We #love #Icecream #creations! Share with us your ice cream creation or #recipe and #feature on our social media! You can also #win a chance to get your recipe featured at our stores!
“ICE CREAM FIGHT”
Insight: Everyone loves ice cream. In its absolute form or re-created as something new. With fruits or without fruits, with toppings or without them, we still love having ice cream whether it’s summer or winter.
Objective: To get our Target Audience to directly engage with us. We visit the Baskin Robins stores on a select day at a select time and inform all our contestants the same. With a fixed entry fee, we hold a ice cream eating contest on that day.
Idea: To make the Baskin Robins parlors a more familiar hangout place. And create a brand identity that is more customer friendly and youthful.
SAMPLE UPDATES
Facebook Post: Show us how much to love the ice cream chills! Baskin Robins brings to you an Ice cream eating competition at our Nariman Point store on 28th of July. What are you waiting for? Fight your way to win!
Tweet: Remember fighting for ice cream when you were a #kid? It’s #battle #time again at our #Nariman Point store on 28th July. Join us for an #ice #cream eating #competition! #contest
“I SCREAM FOR ICE CREAM”
Insight: Ice Creams are associated as a fun dessert. Unlike the mainstream Indian desserts, these not only give a vibe of excitement but are extremely popular.
Objective: We go on a Ice Cream Spree. With an ice cream van and mascot, we target areas around colleges and offices and let people take a break and buy an ice cream to enjoy it. A free ice cream to someone who shouts out the loudest for us on that day. We also tell the participants to put up the pictures of the van and the mascot on their social media handles to win a special surprise from us.
Idea: To get more people associated with the brand and visit our store after seeing the mascot.
SAMPLE UPDATES Facebook Posts
1. Did you spot us in an ice cream van touring around the city? Well, if you didn’t, we are going to be at St. Xaviers College tomorrow! #ScreamForIceCream if you want some free goodies!
2. The Xavierites got lucky today! Check out these videos to see the fun that they had. The ice cream van is still on a spree to meet everyone who can #ScreamForIceCream! Catch us for some goodies!
Tweets:
1. Our ice cream van is touring #Mumbai and it couldn’t get better! Beat the #heat in the #BRVan and #ScreamForIceCream to win free goodies from the #UncleRob!
2. You love being #loud, don’t you? Well, come to the #BRVan tomorrow near St. Xaviers College and #ScreamForIceCream if you love free goodies! It’s your chance to #BeatTheHeat!
“MAKE ME HAPPY” Insight: There’s nothing more acknowledging that making someone’s day. Everything positive sells on the internet.
Objective: We can launch this as a separate campaign or build it with the “I Scream” campaign. Baskin Robins spreads happiness by giving a few ice creams to an under resourced kid and by sending a random surprise ice cream cake to a fan’s birthday party. This campaign can be a UGC run campaign and can get online traction.
Idea: To draw the attention of corporates to the fact that Baskin Robbins is in the happy space and associations with a brand of emotional value are always helpful. To also help engagement in terms of user feedback on our social media platforms.
SAMPLE UPDATES
Facebook Posts
1. Along with the #BRVan and #UncleRob, Baskin Robins took to spreading smiles across the city! Here’s what we did for the street kids! (Insert images)
2. Who doesn’t love seeing happy kids? Baskin Robins along with #UncleRob decided to spread some joy to the street kids by distributing ice cream to them! Look at #UncleRob shed some tears of joy!
Tweets
1. #UncleRob is shedding tears of #joy! Want to know why? Baskin Robins was distributing #icecream among street kids! Have a look!
2. What’s better than ice cream? Kids eating ice cream! Look at #UncleRob in the #BRVan distribute ice cream to the street kids! Oh! What a sight!
“CREAM DOODLES”
Insight: A fun brand always makes way to most of the target audiences. It also adds a certain brand identity that people associate with.
Objective: Cream Doodles will be an on going campaign. We create our digital art in the form of illustrations and doodles that tell an ice cream story. Example: A doodle around what mother’s tell us about ice creams, Beating the heat, Licking it from your hands while its melting.
Idea: To build engagement in the form of likes and shares on our social platforms. Illustrations have known to be more gaining popularity and so have doodles, that way, our creations reach out to more number of people.
SAMPLE UPDATES
Facebook Post: Mom says not to eat ice cream at night! But how does my tummy know that it’s night already? Isn’t it always dark in there?
Tweet: There’s no excuse to not eat ice cream! Especially during the summers! #BeatTheHeat with Baskin Robins.
“OREO SNACK HACK” Oreo Multi Digital Campaign
WHAT’S SO IMPRESSIVE? Oreo’s Snack Hack campaign went viral with the 30 second vine videos they created.
This happens to be one of the first brands I have known to have utilized vine videos in the best possible manner.
Idea of the campaign: The campaign created How-to and DIY-style content perform at a top rate on this microvideo site. It went on to show how six mere seconds can really tell a full story. What’s impressive is that all the DIYs fir perfectly in the TG that Oreo caters to. The campaign creative on Social Media and the tonality in both art and copy was well maintained throughout the campaign. Oreo then launched a web series to show case this entire campaign with some of the most popular chefs.
PROS & CONS Pros:
1. The campaign was strictly digital and did not move into print and television.
2. The tonality of both art and copy for the brand was consistent through out the campaign.
3. The campaign was a perfect fit for the TG that Oreo targets.
Cons:
In it’s entirety the campaign did justice to the brand, hence, there are no possible cons I can think of.
How would I execute it?
Apart from how the campaign has performed, I would add a small CSR activity to the campaign by visiting a school of the specially abled and conducting a session with the chefs. Oreo is a brand in the happy space, this activity would go a step further in spreading happiness.
