Overview
Dunkin’ are an internationally renowned American quick-service restaurant FMCG brand. Founded in Massachusetts in 1950, they’re one of the most loved coffee and doughnut companies in the world.
Dunkin’ UK approached Punch with their key priorities and we immediately spotted potential problems with their current marketing strategy.
Their main aim was to increase footfall in their stores – largely through increasing brand awareness, boosting engagement on social media channels, and changing their brand perception to be coffee-first.
Our services:
- Developed a social media approach that would raise brand awareness
- Delivered improved engagement across channels
- Generated customer loyalty by targeting a younger, digital demographic
- Improved brand sentiment
- Supported new store openings across the country
Process
We completed a full situational analysis of all of Dunkin’s existing marketing channels (including Facebook, X, and Instagram), as well as a comparative survey of their competition and the FMCG industry.
We decided that a combined approach of paid and organic social media would deliver the best results. From our research and hospitality experience, it was clear that if the brand wanted to increase awareness and build a loyal community, we would have to put Gen-Z at the heart of the strategy.
Everyone got involved at Punch to achieve Dunkin’s big objectives, launching into content marketing, PR, digital creative, strategic insight, third-party spend, and social media
Outcome
Working with Dunkin’ UK we crafted a social media strategy that involved Gen Z-appropriate content pillars and a style guide that would be followed for all content created moving forward.
This meant that the content we delivered was brand-focused and audience-appropriate, enabling us to raise awareness among the demographic (as is evidenced by the 6.25% increase in brand awareness achieved within the first three months of our relationship) and improve engagement rates almost immediately – something we’re really proud of.
