Inspire Brands

Marketing Campaign

bringin’ back the Dozen’

Sep 1- Nov 30, 2021

BULLS MARKETING AGENCY(AND OUR FAVORITE DUNKIN’ DONUT)

Jacob Olvera Uyen Ngo Bridget Shelestak

Account Manager Research Manager Creative Manager

Ana O’Mara Camila Bloch Juan Guerra

Media Manager Strategist Strategist
OBJECTIVES
1. 2. 3. 4.
Drive Brand Insistence
and Action to Determine Design Creative Suggest Global
Purchase a Dozen’ Communications Executions Market Expansion
(Drive Thru/Online) Platform
Research Methods
Interviews with people aged 18-29

Online searches from various web browsers

Overview of Dunkin’s website

BRAND DISCOVERY
Mission Statement

“to be the leading provider of the wide range of delicious beverages

and baked products around the kingdom of convenience, relaxed,
friendly environment that ensures the highest level of quality
product and the best value for money”.
Vision Statement
“to be always the desired place for great coffee beverages and
delicious complementary doughnuts and bakery products to
enjoy with family and friends”.
INSIGHTS
Insights - Social Media

Over 15 2.2 Million 1.2 Million

Million Likes followers Followers
TARGET AUDIENCE
Don’t mind a little
Social People
indulgence
Skeptical of
Consume/Share a marketing claims
Dozen’ 4x a year

Seek authentic
United States experiences

18-29 Grew up with to-go

years old services
STUDENTS OR ENTRY LEVEL WORKERS

SOCIAL MEDIA GURUS

HUMOR ORIENTED/POP CULTURE CATCHPHRASES

MOTIVATED BY TRENDS
CREATIVE BRIEF

START A
TREND

CREATE
RELATE DOZEN’
AUTHENTIC
TO DUNKIN’
EXPERIENCE
BRAND POSITIONING

For young adults on the go, Dunkin’ is the accessible

Quick Service Restaurant Chain that offers a Dozen’
donuts at an affordable price so that they can
indulge in a treat with their peers because Dunkin’
values its customers and has been ranked the #1
Brand for customer loyalty for 14 years.
BIG IDEA
 BIG IDEA

DOZEN’ GET BETTER

THAN THIS.
WHY SHOULD THEY CARE?
Because after a rough year, it is time to treat yourself!
It is time to share a Dozen’ and enjoy the moment with your loved ones.
CREATIVE EXECUTIONS
Brand Activations (4)
Traditional Media (1)
Digital Media (2)
Social Media (2)
BRAND ACTIVATION
1.
Receive an Injectable Donut
when you buy a Dozen’

Encourage them to share with the hashtag

#DozenVaccination
2. Order Online or Through
the App at 12pm and get
a Dozen’ for half off
3. DUN
WHI
C
KIN’ H
ARE DOZEN

I Z YOU

QU
PE ?
RSO
NAL
QUIZ ITY
S Machine Learning
STION Custom Dozen’ Donut Quiz
UE S
12 Q ONUT &
12 D Personality Dozen’ Quiz

1 CU
STO
M DO
ZE N’

O Z EN’
M D
C USTO
1
4. Partnership for Free Delivery with Purchase of a Dozen

FREE
DELIVERY
WITH A DOZEN
TRADITIONAL MEDIA
5. OOH Advertising- Billboard

GOING BACK TO WORK

DOZEN’ GET BETTER THAN THIS.

DIGITAL MEDIA
6.

Pre-roll video for

Youtube
7. PR email sent to all DD Perks Members
SOCIAL MEDIA
8. AD Partnership with Stephanie Buttermore

@stephanie_buttermore @stephanie_buttermore
9. TikTok AD Partnership with Charli D’Amelio

@charlidamelio @charlidamelio
MEDIA BUDGET 5% Contingency for TikTok
engagement

Pink- Brand Activation Red- Traditional Orange-Digital Yellow-Social

GLOBAL MARKET EXPANSION
Grown to over 3000 international stores in
36 countries
Campaign Expansion
KPI’S

DoorDash

Quiz
 1. 2. 3.
Total Sales in the Track trending Track number of
number of Dozen’ sold. hashtag for sales placed at
#DozenVaccination 12pm through the
app.
Thank You!
Works Cited

https://1000logos.net/dunkin-donuts-logo/
https://www.thepackagingcompany.us/knowledge-sharing/iconic-packaging-dunkin-donuts/
https://inspirebrands.com/about-us/
https://www.dunkindonuts.com/en/about/about-us
https://mission-statement.com/dunkin-donuts/#:~:text=Dunkin's%20core%20values%20comprise%2
0%E2%80%9Chonesty,appreciate%20and%20feel%20part%20of.
https://www.ukessays.com/essays/marketing/the-case-study-of-dunkin-donuts-marketing-essay.ph
p#:~:text=Donuts'%20value%20proposition%3F-,Ans.,and%20faster%20than%20ever%20before.
https://www.ukessays.com/essays/marketing/target-market-dunkin-donuts-4691.php
https://people.com/food/charli-damelio-launches-new-dunkin-drink-sweet-cold-foam/
https://headlineplanet.com/home/2020/09/02/dunkin-donuts-names-new-coffee-drink-after-charli-
damelio-announces-bonus-points-promotion/
https://freepngimg.com/png/26133-outdoor-billboard-transparent-image
http://codesigns.squarespace.com/meeting-tables
https://www.chowcall.net/order/restaurant/dunkin-donuts-menu/262
https://tradermake753.weebly.com/blog/see-young-adult-putlocker