Summary of Objectives and Results

Title: Social Media Campaign

Problem/opportunity: The client, Dunkin’, needed a social media campaign to promote

some of their new breakfast items and increase engagement to their
existing social media accounts.

Special circumstances: This campaign was created for a group project in COM 377 Public
Relations Campaigns class. We were all online during the entire
semester and had to coordinate times to meet and work during the
global pandemic. We were able to successfully create a social media
campaign, as well as a pitch video to go along with it over the span of
the last month and a half of school.

Target public(s):  Primary Audience: Gen-Z and Millennials

 Secondary Audience: Dunkin’s existing customers

Objective: 1. To build a new Instagram strategy which redesigns and

relaunches with new content geared specifically to Instagram.
(Benchmark: Dunkin’s current Instagram)
2. To increase engagement over the newly launched Instagram
by 30% by the end of March 2021.
(Benchmark: 2.1 million followers on current Instagram)
3. To increase knowledge and interest in food items in the
newly designed Instagram to increase food revenue by 20%
by the end of March 2021.
(Benchmark: No current benchmark)

Evaluation: 1. New Instagram is successfully launched.

2. This is hypothetical, however, if the engagement of Dunkin’s existing
Instagram increased by 30% our objective was successfully achieved
3. Also hypothetical as we did not have to measure results, but if food item
revenue was increased by 20% by the end of March 2021 then our objective
was successfully met.