Expanding visual territory
THE NEED
Krispy Kreme, a prestigious brand with history, was started in 1937 in North Carolina, USA and soon became synonymous with doughnuts. In 2013, with more than 975 stores in over 20 countries, the brand launched its first India store in Bangalore. Soon the brand gained popularity with its mouth-watering selections of doughnuts and drinks. But, in a few years, it was felt that the brand’s online presence required buttressing to expand reach. The need of the hour was to create eye-catching visual campaigns with engaging content to showcase the range of products on the digital platform in order to create loyalty and expand reach.
THE DBC CONCEPT
The Don’t Be Content (DBC) team analysed Krispy Kreme’s social media platforms and identified the gap that needed to be filled. A thought-through, streamlined social media strategy was to be put in place to build a holistic umbrella campaign. Food - particularly ‘fun foods’ such as doughnuts - needs to be presented through attractive photography that brings out the delight element of the product. So one of the main pillars of the DBC concept was to be well planned, beautifully propped and styled, high quality photographs of the products - to specific themes. These photographs were to not only be used in the social media campaigns but also in-store as table branding, store facades, tent cards and so on.
Food shoots, graphic designs for aesthetically pleasing posts, complimentary content that was both engaging and interactive, and captions and promotional boosting of the posts were to be the key elements.
THE EXECUTION
The DBC team of content developers, photographers and graphic designers ideated and arrived at the concepts, styled the shoots, executed high quality camera work and edited the photos. The visuals were designed in a distinctive way with catch phrases to engage with Krispy Kreme’s target audience. The content team backed the arresting visuals with captions that brought alive the joy and indulgence inherent in the brand offer. Other than informative and anecdotal posts, the series of contest posts sparked interest and interaction. Detailed analysis of post-performance, and targeted boosting of posts too were undertaken by DBC.
THE IMPACT
Numbers speak of the success of the DBC approach. After the two campaigns that were run during 7-17th October, 2019 and 8-14th February, 2020, the reach of the Facebook page jumped from 1,500 to an incredible 67,000; and the total reach shot up from 30,308 to 2,79,798. The best performing post on Instagram had 10,612 impressions. More consumers were seen to be interacting with the brand online. The analysis also revealed that the offers included in the campaign too were a hit.
TESTIMONIAL
"Don’t Be Content has done a great job in making our product campaigns come alive. They made each campaign look amazingly delicious, different from the pack, appeal to all consumers & all this with a lot of passion."
Ankita Bajaj ShankarHead of Marketing & Online delivery,
Krispy Kreme.
