Case-1

Baskin Robbins India is looking to increase interactions with their online target audience and also wants to explore how it can engage with corporates. They are looking for good online-to-office campaigns that drive footfalls to their parlours. Choose an umbrella theme for their digital presence which can be leveraged across all platforms.

Campaign objective 1:

Engage and connect with the target audience such that the first thing that strikes them when they think ‘Ice Cream’ is ‘Baskin Robbins’

Campaign objective 2:

Online to office campaign to connect and position Baskin Robbins as a place to connect during ‘office breaks’.

Target audience 1:

10-40 years old

Urban

Target audience 2 (Corporate):

18-35 years old

Working corporates

Campaign 1 for 10-40 years old:

Platforms:

Facebook

Current Likes:

7666064

Focus on:

Increasing likes by generating interesting content

Use the ‘post boost’ feature of facebook

Post content when the highest numbers of target audience is online.

Invest in generating more likes in a phased manner narrowing down

by interests of intended target groups.

Content:

Trivia:

Did you know kind of questions, for e.g:

#DidYouKnow Industrial production of ice cream begun in 1851 in

Boston, United States.

Contest:

Tell us what recipes can you make using Baskin and Robbins flavors,

upload videos or write a recipe on our FB page, most likes, comments

and shared video would stand to win a chance to throw a party for

31 of their friends.

So, this kind of stuff would be unique and engaging, also it would

build demand for Baskin and Robbins Ice Cream when people see

different things that can be made using Baskin and Robbins Ice

Cream.

Make the most of days like Valentines Day, Father/Mother’s day to

give away discount vouchers via facebook, where they can use some

code given on Fb to walk in store with father/mother’s on

father/mother’s day or girlfriend/boyfriend on Valentines day, and

other days like Friendship day, etc.

Baskin and Robbins should leverage such days especially to connect

emotionally with the target audience.

Campaign on number 31 (keeping in mind the 31 day/31 flavor

philosophy of Baskin and Robins):

Baskin Robbins can generate content or ask people who have liked

the page to generate content around the 31 theme, for e.g

31 reasons to vote this election season, 31 reasons to start writing

today, or else write to us of 31 ways to congratulate our successful

ISRO Mars mission team, unique ways would be chosen and they

stand to get Baskin and Robins Ice cream for 31 days, etc.

Youtube:

Official youtube page for Baskin Robbins India.

User generated content should be uploaded here

Videos of FB ice cream recipe content should be uploaded on

Youtube.

Baskin and Robbins India should make use of pre rolls on

Youtube because of increasing number of people on Youtube to

watch their favorite videos.

Twitter:

Currently @BaskinRobbins page on twitter has 118K followers but

and the page is updated from Canton, Massachussets, not making the

most of Indian festivals etc.

A recommendation would be start an @BaskinRobbins India page so

as to connect with India audience and make use of Indian holidays

and festivals which are different from USA, for instance

#BaskinDiwali could have been made especially during Diwali to

increase retweets during Diwali and connect basically the Diwali and

Ice cream concept across platforms.

Softwares like Socialbro can be used to know the Indian followers,

influencers, etc. on Twitter and relevant tweets from the

@BaskinRobbinsIndia twitter handle should be made when most of

them are online, etc.

#INeedIceCream:

People can tweet their reasons for having ice cream with

#INeedIceCream and @BaskinRobbinsIndia, the most favorited and

retweeted tweet would actually be invited to come and have ice cream

at one of the outlets, etc.

Instagram:

45963 followers currently

Daily photos of 1 flavor for the entire month

Integration of recipe thing from FB, uploading pictures of best

looking stuff that people uplaoded on FB using Baskin and

Robbins Ice cream.

Targeting corporates:

Some facts:

Baskin and Robbins have 44 stores in Mumbai itself and many of

them around corporate offices for e.g Chandivali, Marol Maroshi,

etc., hence during break times or after office hours, focus can be on

to build in footfalls

Digital platforms for corporates:

Most important would be platforms like Yahoo, etc.,

Log out page ads.

On Fb:

Generating content to promote break hour conversations over an ice

cream.

Contest:

Tell us 5 things you during breaks, interesting answers gets to try

new flavors at Baskin and Robbins

Trivia:

On the lines of #DidYouKnow: Excessively sitting on computers

with the same posture increases risk of back pain, etc.

Break hours made fun, things to do during breaks, etc articles where

consumption of Ice cream is plugged.

Working professionals would be asked to upload their selfies as they

surprise a colleague in their office, the most liked, etc. selfie gets

discounts when he/she visits with the person they surprised.

#ISurprisedX, x indicating the name of that person

Twitter:

#BaskinBirthday @BaskinRobinsIndia where employees

specifically can upload the photos of their colleague whose

birthday is today, such people get group discounts at the

nearest BaskinandRobbins outlet, this would drive in store

footfall.

@BaskinRobinsIndia would upload #FlavorOfTheDay where

employees gets a discount during office hours on that flavor.

Google ad sense:

Google is one of the highest used platform by

corporates, thus targeted ad using google ad sense

can be a sensible investment by BaskinRobbins.

Case 2-A digital campaign I liked

The Campaign Philips ‘Mumbai in a New Light’

•To show ‘what light can do’

•Lit up Mumbai’s most iconic Gateway of India with its advanced

LED lighting systems having a 16 million colour palette.

•The visual makeover commenced on the evening of Jan 24, 2014

•The milestone event was extended on to digital too, with people

participation through social media.

•Besides sharing their ideas, one can see suggestions from others on

the microsite. These ideas could be shared on Facebook and Twitter

using the hashtag ‘#MumbaiInANewLight’. Select ideas were read

out at the lighting ceremony at the Gateway and at select locations

across the city. The event also saw photography and painting contests

for people, which have been shared on the social networks.

•FB :

•The Facebook page of Philips Lighting India had been gearing up

fans earlier in the month. A cover photo announced the upcoming

makeover of the Gateway, while wall updates invited ideas to help

make Mumbai brighter. Fans needed to share ideas along with the

campaign hashtag, while the microsite link was shared with them.

Post the Gateway lighting ceremony and livestreaming,

a Facebook app has been created where fans can experience

the lighting themselves. After you like the page, the fun app

lets you illuminate the Gateway any which way you like. Share

your creativity using the campaign hashtag

#MumbaiInANewLight on your timelines and get maximum

likes to win goodies.

Pros:

Engagement.

Using emotional connect in terms of getting associated with a

historical and much revered monument.

User generated content.

Use Of App to make it interesting.

Most platforms were covered.

Cons:

Cost will be high to illuminate the whole monument.

Security and permissions at such locations would take long.