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Dunkin' Donuts: #WTFast

Source: MMA Smarties, Best in Show and Gold, 2016


Downloaded from warc.com

This case study describes how Dunkin' Donuts, an American global donut company and coffeehouse chain, drove awareness
and app downloads of its latest innovation, On-the-Go Ordering, with the help of a 360 campaign.

Dunkin' needed to develop a multi-phase content strategy that ensured its message would be heard by loyal fans and
new prospects alike.
The #WTFast campaign focused on capturing the World's Fastest Dunkin' run and featured wingsuit athlete, Ellen
Brennan, the world's fastest flying woman, becoming the first athlete in her sport to grab an item (donuts) mid-flight.
The resulting video was placed on traditional and new (Facebook 360 video units and Snapchat Install Ads) social
channels.
The integrated campaign increased overall downloads of the app by 44% and generated 25% more new users in a four-
week period than any other campaign since the Dunkin' mobile app first launched in 2012.

Campaign details
Brand: Dunkin Donuts
Agency: DigitasLBi
Category: Product / Services Launch
Region: NA

Objective
Dunkin' Donuts launched On-the-Go Ordering to improve the guest experience for existing DD Perks members and increase
enrollments in the program.

Dunkin' Donuts spent almost two years developing their new app with On-the-Go Ordering technology for DD Perks members.
With some of the most loyal customers in the industry, Dunkin' had to go big to modify customers' purchasing behavior and drive
new app downloads.

This enhancement marked their largest operational change since launching the drive-thru and was driven by competitors like
Starbucks and Panera seeing immense growth in the mobile ordering space.

The key performance areas focused on mobile app awareness, download volume, and mobile ordering usage. Total campaign
impressions, gross mobile app downloads, and the percentage of guests who trial and continue to use On-the-Go Ordering were
used to measure full-funnel performance. Competitive benchmarks within the restaurant industry were used to establish goals.

Target audience
This campaign served two purposes. First, it alerted DD Perks loyalty program members that mobile ordering was now available
to them in the Dunkin' Donuts app. However, it also served as an acquisition play - encouraging Dunkin' Donuts guests who had
not yet enrolled in DD Perks to do so, in order to receive this rich benefit.

With store locations across the country, there is significant demographic diversity among both DD Perks member base and
Dunkin' Donuts guests at large. However, from a psychographics perspective, these consumers are modern, approachable, and
driven. Moreover, their on-the-go lifestyles prompt a need for reliable, convenient service - so we knew mobile ordering would be
pivotal in enhancing their Dunkin' experience to new, speedier heights.

Creative and media strategy


In order to drive awareness and downloads we showcased Dunkin's latest innovation-On-the-Go Ordering-with a 360° campaign
that engaged viewers by highlighting the benefit of speed. Our objective was to grab attention-and hold it-with unexpected content
and share-worthy videos.

To achieve this, we needed to develop a multi-phase content strategy that ensured our message would be heard by loyal fans and
new prospects alike. In addition, we required content that could stand out from hours of existing viral content.

To answer this, we created #WTFast-an unexpected, provocative campaign focused on capturing the World's Fastest Dunkin' run.

Leading the charge was wingsuit athlete, Ellen Brennan, the world's fastest flying woman. After weeks of practice and prep, she
leapt from an 8,000+ foot high cliff and grabbed her Dunkin' order at speeds over 120MPH-becoming the first athlete in her sport
to grab an item mid-flight. We filmed the entire process.

Our media buys were strategic against the type of content we developed. For one week, we teased the "World's Fastest Dunkin'
Run" with the buy to build intrigue and buzz. Then, with the whole world paying attention, we unveiled the new app on June 13-
championing On-the-Go Ordering with broadcast, digital video, 360° video, social media, print, in-store, radio, and OOH. Last we
fanned the flames of #WTFast by sharing multiple perspectives, behind-the-scenes content, and special offers with all members
(old and new).

Our full cross channel approach was designed to drive awareness of On-the-Go Ordering. We balanced a variety of traditionally
high performing placements such as YouTube, Facebook, Twitter, Mobile and Search and experienced with some new ones such
as Facebook 360 video units and Snapchat Install Ads. In addition, we partnered with Waze, Whistlesports, Buzzfeed, Logan
Paul, etc. to tap into key audiences for both the Perks Program and extreme sports.

We monitored delivery and creative performance throughout the campaign and shifted spec towards top performing versions for
the greatest impact.

First year of the campaign?


Yes.

The campaign was a massive success increasing overall downloads of the app by 44%. The #WTFast campaign generated 25%
more new users in a 4-week period than any other campaign since the Dunkin' mobile app first launched in 2012.

How did the execution or enabling technology help achieve results?


The campaign leveraged Dunkin's big data architecture, marketing automation stack, and social listening tools to target
messaging, scale campaigns, and inform conversations with DD Perks members. Data engineers designed complex data
workflows to identify different behaviors, target specific segments, and trigger messaging, resulting in a scalable and personalized
campaign. The social listening platform enabled community management to monitor real-time feedback of the mobile app and
engage Dunkin' guests with relevant and trending conversation topics.

Approximately 70% of campaign budget was allocated towards mobile media.

Overall digital campaign budget was $1.6MM - we led the media strategy with mobile given the mobile based activity we were
looking to drive.

How was the mobile component or enabling technology integrated into the overall marketing
strategy?
Mobile was a cornerstone of the campaign given this was a mobile first behavior we were looking to support. We leveraged
mobile media tactics and targeting on Social platforms like Facebook, Twitter, Instagram and Snapchat along with digital video
targeted to mobile devices on YouTube and through Programmatic media. We also incorporated mobile app download tactics
that ran across Mobile App and Mobile web inventory.

We leveraged best in class mobile tactics including native social ads as well as tested new technology such as 360 ads on
Facebook and YouTube along with being one of the first advertisers to use Swipe Up to download ads on Snapchat.

From a content perspective: We were able to leverage mobile as a way to support the video content - especially the 360 degree
video for the #WTFast campaign. Also, our integration with Kochava allowed us to leverage real time data to help inform our
retargeting strategy so we could sequentially ad serve an appropriate creative messaging aligned against observed user behavior
within the App. We were then able to optimize our media tactics against our core KPI's including downloads of the App, sign up for
Perks and usage of OTG ordering.

The campaign was setup to target our most loyal Dunkin customers through in App event targeting and custom audience matching
against our known Perks members. By leveraging our 1st party data we were able to reach the most relevant audience to use
OTG and then we used lookalike targeting for prospecting against new, non-Perks members.

This was a very innovative Mobile based program overall. Not only was the functionality of Mobile App Ordering a very innovative
technology in its own right, but the use of data lead media and mobile ad serving technology that was used to support and promote
it was very sophisticated as well. The entire campaign was optimized based on performance which helped drive high levels of
awareness, engagement and downloads of the New App.

What was the state of the brand's/client's business and the marketplace or category in which it
competes?
Dunkin' Donuts has maintained its position as a key player in the highly competitive quick-service restaurant landscape. In regards
to mobile ordering specifically, this functionality had been established among a few other QSR's, which only encouraged us further
to make a big splash upon the feature's release in the Dunkin' Donuts app.

Did the campaign achieve its objectives and goals?


Yes.

The integrated campaign tallied over 11 million views in just the first two weeks after launching, driving more to the campaign
content and realizing over 134 million impressions with an overall 44% increase in new app users, helping it become the most
watched 360 video in the history of the extreme sport of wingsuit flying.

The #WTFast campaign yielded 155 million views of the digital videos, making it the most watched digital video campaign to
date. As a result, the campaign generated 25% more new users in a 4-week period than ever before. Trial and retrial of the On-
the-Go ordering functionality is on track to outperform the program's goals, which are based on competitive benchmarks.

*What impact did the campaign or enabling technology have on future utilization of mobile in their business? This campaign had
an overall 44% increase in new app users. Mobile will now be a key differentiator in how Dunkin' Donuts sees the future of
ordering.

On-the-Go ordering adoption has delivered unique functionality only possible through the mobile app and serves as the launching
pad for future innovations.

What impact did the campaign have on the market, if any?


The integrated campaign tallied over 11 million views in just the first two weeks after launching, driving more to the campaign
content and realizing over 134 million impressions with an overall 44% increase in new app users, helping it become the most
watched 360 video in the history of the extreme sport of wingsuit flying.

The #WTFast campaign was highlighted in Dunkin' Brands 2016 Q2 earnings call. Scott Hudler, Chief Digital Officer of Dunkin'
Brands, explained to analysts the scale of the #WTFast campaign and how the On-the-Go ordering functionality is positively
impacting throughout in the morning.

Never before has a wingsuit pilot ever picked up an object in mid-flight. We partnered with Ellen Brennan, the world's fastest
female wingsuit athlete, to perform the world's fastest Dunkin' Run. Ellen jumped from 8,300 feet, flew at 120mph, swooped down
and grabbed her order at a cliff-side Dunkin' store, 5,000 feet above sea level.

Working with the world's top extreme sports stunt coordinators and cinematographers, we produced online and broadcast content.
Then for an even more immersive experience, we created a 360 virtual reality video; letting people imagine themselves as
wingsuit athletes flying alongside Ellen during an exhilarating practice flight.

"Perfect." "Amazing." "Great idea." With a need for speed, DD Perks members love mobile ordering! Some even prided
themselves on social media for being "first adopters" in their favorite Dunkin' locations. This functionality has introduced a new
level of efficiency for our guests, and they are certainly appreciative.
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