Dunkin Donuts and Micro-Nano Influencers - Digital Influencer Marketing in USA






What is Dunkin

Dunkin donuts a well known name in the coffee industry, eventhough not much in South Asia for us, it's quite popular in 36 countries with 12,000 outlets, around 70 million donuts selling in dunkin per year. i mentioned as dunkin know, yes they have re-branded as Dunkin effective from 2019 January.

in 2018 , dunkin sold around $300 million worth coffee specially focusing on young age target audience, based on their re-branding , what Global in digital understands is they are moving their fill focus on coffee sales only and trying their best to beat starbucks ...... ( can they, yes why not )

International business

when it comes to international business, they are now available in 36 countries while generating major international business from South korea, their they have around 900 outlets which is 3 times higher than McDonalds.
In columbia they have over 100 outlets , 250 in South Africa ( some are not yet opened for business ), over 100s of outlets in most of the European countries like England, Poland, Sweden and Denmark.

So due to their rebranding Dunkin donuts decided to do a influencer marketing but not with influencers who charge millions for posts, instead they went with Nano & Micro influencers

Who is nano influencers and micro influencers

based on their followers we have divide influencers as nano influencers who have followers between 1000- 10,000 followers , micro influencers who have followers between 10,000- 100,000 , and macro influencers who have followers between 100,000 - 1 million and celebrity influencers who have over 1 million followers.  there is more categories like for influencers who have over 10 million or 100 million followers.

in south Asia nano- influencers and micro influencers always used in influencer campaign compare to other category because of cost they charge which normal brands cant afford, still macro influencers also working much for brands but celebrity influencers still remaining in traditional media.

Dunkin goals on influencer marketing,

The primary marketing goal dunking had was focusing on coffee to do coffee first campaign in Instagram targeting youngsters by using young and millennial influencers  .

Lets Jump in to posts







The above picture is from vanessa from Philadelphia , who have around 3.4 followers ( when she doing this campaign she had 3k followers ) the

she have promoted the espresso coffee and have used #sippingisbelieving and #phillyrunsondunkin hashtags, she got around 743  likes and 64 comments which actually good for a nano influencer


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Sherrie Tan from chicago is the next influencer they used, sherrie is the bakery chef and instagram food influencer, she is a micro influencer who have over 50k followers who love to consumer food contents,

her feed is full of food pictures which really make all foodies sooooo hungry

she too published handcrafted espresso and got over 600 likes , not a good engagement rate to justify her follower base , still its ok for the brand


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Reannoin Jean Celins the fashion influencer from Phidalphia  ( There will be in an article about her in influencer of the week series )

she usually don't publish food contents, but for dunkin she is a right choice too, without taking only food influencers they can  capture fashion youngsters too.

*for brands - in South Asia this is a major issue, if they promoting a mobile they only go for tech influencers , but mobile is like a mass products, brands should use followers in other niche too, but in case if its a some tech gadgets going tech influencers only is a good strategy, no issue in that. 


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Josh another Philadelphian food influencer who have 14 k followers , josh's content are very similar like sherrie Tan, its filled with food pictures which makes everyone hungry in a minute .....

josh used similar hashtags and promoted the coffee and got 498 likes and 20 comments, the way he shoot his food pictures brought a good loyal followership for him, by using that he got a good engagement even though he was nano influencer at campaign period.




We still have to cover how we Asian brands can use this for International influencer marketing in USA............................wait for it




A final extra note for advertisers -

if you wonder who is the primary agency of Dunkin donuts, its BBDO , previously they worked with Hill holiday for nearly 20 years .

Leo Burnett is also an agency for them to do in-store promotions.

Comments

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