About Krispy Kreme:
Krispy Kreme Doughnuts, Inc. is an American global doughnut company and coffeehouse based in Winston-Salem, North Carolina. Krispy Kreme founder Vernon Rudolph bought a yeast-raised recipe from a New Orleans chef, and rented a building in what is now historic Old Salem in Winston-Salem, and then began selling to local grocery stores. Products are sold in Krispy Kreme stores, grocery stores, convenience stores, Walmart, Target and Shaw’s stores in the United States. Internationally, doughnuts are sold in Loblaws supermarkets, Petro Canada gas stations, and as free standing stores in Canada, along with BP Service Stations and Travel Centres and 7-Eleven stores in Australia. In the United Kingdom, Tesco supermarkets, Tesco Extra, and mostly Tesco service stations carry Krispy Kreme products. Service stations Moto, Welcome Break & Road Chef also carry self-service cabinets. The company’s growth was steady prior to its initial public offering but profits have decreased in recent quarters.
- To create new doughnut eating occasions for Indian consumers.
- Increasing this eating occasion by increasing traction on Krispy Kreme India’s Facebook page.
- To increase sales during the Father’s Day by working on the insight that Fathers’ Day is a special occasion for everyone to connect with.
Execution of the objectives:
Father’s Day is a special occasion for everyone to connect with their fathers and remember them specially on that day. Especially in today’s world where children stay away from their fathers, Father’s Day is celebrated and regarded as a special occasion. Keeping this special day on mind, Krispy Kreme used this opportunity and via digital media helped all the people out there to connect with their respective dads with the ‘ Say it with a Doughnut campaign’. A Facebook application was created on the Krispy Kreme India Facebook page, where anyone who logged into the application could enter a 15 character message for their father. These special messages were then iced on to doughnuts very carefully that were delivered by Krispy Kreme to the address provided.
Pre-campaign excitement built with a series of teasers:
Before the campaign was launched, the Facebook page of Krispy Kreme India shot the excitement of the fans high up by doing the the following change :
To build the campaign, Krispy Kreme leveraged on multiple platforms like Instagram as well.
The campaign as a result, created buzz and excitement among the fans and among the targeted people. One such example has been cited below in the image where a fan was curious to know about the time at which the doughnuts are going to be delivered at a certain place.
Krispy Kreme India Facebook page, constantly kept on updating their page as a kind of reminder for their fans regarding the campaign. Below is a sweet effort in the form of a reminder by them.
The boxes of happiness is what they preferred to be termed as and not doughnuts were finally delivered leaving the customers and fans satisfied which can clearly be seen in the images below :
Going personalized is the unique way for Krispy Kreme. What can be even better than a box of doughnuts? Surely a box of doughnuts with a special Father’s Day message is all the more out of an ordinary thing. The Father’s Day special they made it more buzzy if it had involved a Twitter contest for #SayItWithADoughnut, where the sweetest messages to dad won the personalized doughnut boxes. Perhaps, Kripy Kreme wants to contain the orders for Father’s Day. Nevertheless, it is a smart marketing campaign for Father’s Day, one that will help associate Krispy Kreme doughnuts for family celebrations and special moments. They had been taking orders till the 11th as stated by them, so logging on to the application right away after the announcement was necessary. This was just one way in which they could have accomplished on very important goal to bring new customers by creating new doughnut eating occasions for Indian consumers. The company leveraged the digital platforms like social media to accomplish their goals and was successful in getting more than 100 requests for a box of doughnut in a single day at the end of it making the campaign a successful one indeed. Such a beautiful way to portray the campaign has been an act of diligence and hard work as well as because on social media it isn’t possible to directly come in contact with the fans in person and so, time to time updating the social media platform page with the latest updates and conveying the fans all relevant information and even answering all the queries of fans are a part of the entire campaign that has got to done with utmost patience and intelligence. Afterall in the end, an effective word of mouth and the goodwill of the company matters the most.
• More than 100 requests for a single box of doughnut were received.
• Over 2 lakhs impressions were generated for the company.
• Total engagement for the company scaled up to 33,000, which was an increase of 10%.
Image Credits : krispykreme.com, socialsamosa.com