In her SocialMedia.org Member Meeting case study presentation, Dunkin' Brands' Melanie Cohn explains how they work with influencers to produce beautiful content, test new innovations, drive loyalty, and achieve scalable reach. She talks specifically about influencer campaigns connected with pumpkin season, Valentine's Day, and their own loyalty program.

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BER MEETIN
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IALMEDIA.
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Dunkin’ Brands
Melanie Cohn
Dunkin’ and influencers
Learn more about Member Meetings
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016

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Dunkin’ &
Influencers

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Prime Influencer
Example?
Here’s My Story.

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Mission: Take Cube from Drab to  Fab

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I Turned to Instagram, Landing on
this ‘Grammer Whose Style I Love

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Instaprint Desk Decorations…Genius!

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She Attributes These to @socialps

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I Clicked On Their Instagram...

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I Checked Out Their Website…

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And Here’s My Desk Now.
Influencer’s Desk Melanie’s Desk
See the Similarities?

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This Happens Millions of Times/Day, Generating
Purchase!
These are Micro-moments we
can capture. At Dunkin’, we aim
to do this, at scale.

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Influencer Purpose: To Connect More Directly &
Organically with Consumers
Goals are Scale, Loyalty, better Content
and Redistribution across Dunkin’
channels.

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We Leverage External and Internal Influencers
InternalExternal
Culinary TeamContent Creators
External
Fan/Advocates UGC

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3 Ways Dunkin’ Works with Influencers
1. Pumpkin Season: Integration
2. Valentine’s Day: Innovation
3. Loyalty: Driving downloads

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1. Dunkin’s Approach
for Pumpkin

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Goal: Build on the Excitement Over Pumpkin
15
1. Content Creators
Generate content around Fall
season using creators with scale
+ love for DD.
2. Integration of Content
Leverage content across our owned,
earned and paid channels.

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Instagrammers Brought Pumpkin to the Next
Level
Photographers showed off
colorful cheesecake
squares
Fashionistas brought layered
messaging for new Macchiato
Instagram Takeovers
outperformed regular
content
5.5 Million People Reached +
60,000 Actions on Content

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We Used Influencer Content Across All Fronts
Social
Channels
Email
10+ Campus
Ambassadors
Digital Media
Paid Social
Website

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DD Perks Ads for Acquisition + Engagement
DD Perks Engagement DD Perks Acquisition

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Dedicated Social Email to Engage Advocates

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We Also Took Pumpkin
Offline…

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First-Ever Local InstaMeet Drove National Scale
2 Instagram
Hosts

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Capturing a True Fall Weekend Fans Could Relate to
40+ pieces of Amazing Content: 200k+ Reach
Instameet embodied our motto: Do what our fans are doing, with a Dunkin’ twist.

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InstaMeet Among Top Performing Dunkin’ Content
in 2015: 64,000+ actions

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2. Dunkin’s Approach
for Valentine’s Season

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We Built a Diverse Brand Experience Incorporating 3
Different Influencer Groups
2. High Reach Influencers to Build Love theme1. Advocates to Create UGC 3. Internal Influencers to Drive Content Innovation

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1. Advocates to Create UGC

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Created Snapchat Geofilters as a Fun Tool to
Encourage Sharing
Only unlocked
INSIDE our over
8,000+ Dunkin
stores!

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Resulting in Many Millions of peer to peer brand impressions.
This Tied the In-Store Experience with Social
5 days leading up to VDay Valentine’s Day, February 14

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2. Reach Influencers

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Overall Results
Drove Scale & Love Theme With our Heart Shaped Donuts
Aww.Sam
106k followers Insta
Amy Tangerine
62k followers Insta
Shawn Booth
881k followers Insta
Kaitlyn Bristowe
1.64M followers Insta +
Snapchat
Us The Duo
4.8M followers Insta, Snap,
FB
Total
Impressions ~4M
Total Engagements
220K

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In-Store Event Led to Fresh Content & Earned Media
Kaitlyn’s in-store Snap story utilizing our Geofilter
Kaitlyn and Shawn came to an LA store to hand out heart shaped donuts and roses to dedicated fans.

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3. Internal Influencers: Culinary Team

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In 13 minutes of live content, we held audiences’
attention 15x longer than our average video content.
Among First Brands to Use Facebook Live, Proving to
be a Major Success
Introduction + Tour of Dunkin’
Brands University
Epic Wedding Cake How-to Heart Shaped Donut Cake
Engagements
21K
3K
Avg Viewing
1:56m
Live Viewers

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Our Culinary Team Crafted Content Unique to Dunkin’
Nearly 100K Social Actions

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3. Influencers to Drive
Loyalty

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Logan Paul Drove Results for DD Perks
• The Logan Paul campaign contributed
to a 92% lift in average daily installs
over 3-day period
• Logan Paul cards led all virtual and
mGift cards in November accounting for
32% of all DD Card Sales
• Over 6MM+ Impressions or video views
(Snapchat and Vine) and over 193K
engagements

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Thank You!
Melanie Cohn, Social Media Manager
@SocialMel
@DunkinDonuts

39. MEM
BER MEETIN
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39
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
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upcoming Member Meetings
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