Jung von Matt was challenged to launch two brand new flavoured hot drinks – Toffee Nut Latte and Café Mocha – for Dunkin’ Donuts in Germany. Key metrics were awareness and product trial: the main drivers for establishing recurring in-store visits.
Donuts are fun. Hot drinks, not so much. So how do we connect with our target audience (young urbanites living close to a Dunkin’ store) in a way that elevates Dunkin’ drinks to the fun status of donuts?
For added complexity, the products were launched in the noisiest social media marketing time of the year: the weeks before and after Christmas.
Christmas is the darkest, coldest, most chaotic time of the year. Yet the social pressure to feel happy and joyful is immense. This gave us the perfect opportunity to position these two new drinks not as just another beverage, but as emotionally relevant ‘Mood Enhancers’.
At the heart of our social media strategy was a real-life happening: The DUNKIN’ DONUTS MOOD TRUCK.
Our cheerful tuk-tuk-come-coffee-shop took to the streets of Nürnberg, Trier and Hamburg, lifting people’s moods on the most depressing of days. Social media urged people to bring their darkest moods to our truck in return for a free drink. People queued up to grumble, scream and let off steam as our new drinks warmed both hands and hearts.
Local influencer involvement enhanced the mood even further, spreading the word and driving traffic to the truck. Live updates and full-spectrum social media coverage raised energy, momentum and happiness to the max.
The happy faces at our truck said it all. We enhanced the mood in all three locations, spreading joy, brand awareness and product trial. Store footfall was lifted in each of the key cities during the campaign period.
Total sponsoring results:
Unique people reached: 1,250,000
Frequency: 5.76 impressions per person
More than 25,000 post engagements