BASKIN ROBBINS® ICE-CREAM

INDIA

ASSIGNMENT

Baskin Robbins India is looking to increase interactions with their online target audience and also wants to explore how it can engage with corporate.

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. Focus on copy, content and executable ideas.

OBJECTIVE

Objective 1: Engage and connect with the target audience such as the first

thing that strikes them when they think ‘Ice Cream’ is ‘Baskin Robbins’.

Objective 2:

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

TARGET AUDIENCE

Target audience 1:

Age:14- 30 years old

Urban Male/Female Target audience 2 (Corporate):

Age: 20- 40 years old

Working Professional

CAMPAIGN 1 Platforms: Facebook and Twitter

Need to publish at least one core and one engagement post or tweet on daily basis.

Legislative way for increasing interactions are 'Paid Promotions’. Boosting target engagement post can help to get better impression and engagement.

Do not forget Irv Robins famous quote "Not everyone likes all our flavours, but each flavour is someone’s favourite". Talking about taste should be our motive for creating post and campaigns.

Using same hashtag for both social platforms can help to track more specific analysis of the campaign. Analytics must be done in timely manner to improve future content.

A strong community management tool like Sprout social or Hootsuit is required for quick and better response to the user.

Coordination with online influencers and bloggers is needed for cross promotions over the pages.

Social Media Extension on SEO is required for more impressions on BR's social pages.

Examples for Facebook core posts: Crushes come and go. Here’s to the one love that’s eternal: Baskin and

Robins.

Bridge the spaces between your fingers and BR.

The one and only winner of the Game of Cones: Baskin and Robins! Presenting the new BR product: [Link]

Facebook posts designed for better engagement: The camaraderie of chocolate and vanilla exemplify how delightful a bond

friendship is! Share some stories of your friendship and get the chance to win exciting prizes. #FriendIndeed

Which BR flavour chilling in your freezer? #BRFlavour

TWITTER POSTS:

If you could have #Superpowers for a day, what would they be? We're going with being able to change things into ice cream.

Best friends stick together, cry together, and laugh together. Just don't expect them to share ice cream. #FriendIndeed

Ice cream might not solve everything but it always helps! Share your favourite flavour with us. #BRFlavour

Ice cream is the answer but what's the question? #BRFlavour

The only thing worse than a surprise test at school is no ice cream at home!

We miss summer, the sun on our skin, the wind in our hair and a BR Ice-cream in our face. #BRFlavour

CAMPAIGN 2: CORPORATE

Posts on LinkedIn can help here to connect more corporate offices.

Exciting offers for corporate offices should be the content for posts.

A post with store locator link is better option to invite corporate offices to visit our nearby stores.

Post should contain more product information here. For instance, "Ice cream at any time is the best idea, lunch break or coffee break. Try our new range of ice creams by visiting your nearby BR Store. [store locator link]

Thanks…