Dunkin’ Donuts on National Donut Day
The Ins and Outs of Influencer Marketing
National Donut Day: June 1st, 2018. Three time zones. Three cities across the U.S. Twenty-four hours. 10x more followers on Snapchat. 40,000 cases of engagement. 3 million people reached.
In 2018, Dunkin’ Donuts, one of the most popular coffee/donut companies in America, decided to commemorate National Donut Day by offering a free donut with any purchase. In order to highlight this very important national holiday, Dunkin’ decided to take a content-driven marketing approach to gain recognition on this holiday.
Dunkin’ selected eight influencers to take over the official Dunkin’ Donuts Snapchat to publish creative content and garner support from their followers to promote the donut deal. Clearly, this content-driven approach, called influencer marketing, was effective in increasing customer interaction with Dunkin’ Donuts stores.
INFLUENCER MARKETING: The Ins and Outs.
According to Influencer Marketing Hub…
Influencer marketing is the fastest-growing channel for customer acquisition.
WHAT IS IT?
Imagine you hypothetically pose a problem to a friend, and he/she recommended an expert solution to you in the form of purchasing a product or service. Influencer marketing is just like that; however, that friend is someone with a loyal “fan” basis, who would potentially make the recommended product purchase.
Influencer marketing is the combination of a “celebrity” endorsement and content into a content-driven campaign. This type of marketing has revolutionized marketing, yielding impressive results in the modern marketing arena.
WHO CAN INFLUENCE?
These “celebrities” do not have to be actual celebrities, but anyone who has a large following online or on a social media platform.
Be careful in who you select to endorse your brand. Try and select an influencer who has spent time to build his/her own personal brand and clearly cares about the reputation of what he/she promotes. Another tip in selecting your content creators is ensuring he/she is willing to put in the time and work to promote your company. It’s not going to be a quick process but a gradual building of credibility and authority.
INFLUENCER MARKETING: Is it right for you?
Before diving into influencer marketing, make sure it’s the right marketing strategy for you.
Ask yourself…
- Does my company have mass appeal? Dunkin’ Donuts is a prime example of a company that has mass appeal with the slogan, “America runs on Dunkin’” ringing through customers’ heads whenever they go grab a cup of coffee.
- Is my brand’s design memorable and professional? Dunkin’ Donuts has worked hard to establish their design and is easily recognizable by the pink and orange “DD.” If your brand/design doesn’t meet the criteria of professional and memorable, influencer marketing may not be as effective.
- How’s my social media presence? Social media and influencer marketing go hand-in-hand. A strong social media presence will only benefit you. Dunkin’ has 1.6 M followers on Instagram & 15 M likes on Facebook — a clearly strong presence on social media.
INFLUENCERS HAVE REAL POWER
As shown just by the Dunkin’ Donuts example, influencers carry real power and increase product interaction. Combining social proof and loyal fans, influencer marketing has become popular at the perfect time of modern marketing. Influencers can recommend your product/service and effectively market your company!
Sources: Influencer Marketing Hub