Dunkin’ Donuts Hires Bohlsen Group To Help in Indiana “Coffee Wars”
Earned Media • Social Media • Grassroots • Paid Media
Dunkin’ Donuts
The nation’s No. 2 coffee chain announced plans to open 46 new restaurants in Indiana in 2015. One franchise operator with plans to open several stores reached out to Bohlsen Group seeking help specifically with store openings and organic social media expertise.
BACKGROUND
Featured franchises in Indianapolis, Ft. Wayne, Terre Haute, and Lafayette
Focused on new franchise openings
Parent company started in 1950 as a coffee and doughnut company
BOHLSEN GROUP WORKS WITH DUNKIN’ FRANCHISE OPERATOR FOR SEVERAL YEARS TO LAUNCH STORES IN INDIANA
Bohlsen Group partnered with a Dunkin’ Donut franchise operator for a series of years to manage multiple Indiana locations’ organic social media. This included the day-to-day planning, creative development, photography and execution. The goal of the organic social content was to inform the individual store’s publics about current promotional efforts and menu items to encourage customers to visit the locations.
In addition, Bohlsen Group promoted new store openings, through tactics such as earned media, organic social media, event execution and mascot management of “Cuppy” the Dunkin’ cup.
Results
In 2019, earned media garnered over 7 million impressions while organic social media had over 250,000 engagements.