End of Campaign Report

Dunkin’ Donuts Big N’ Toasted 2012 End of Campaign Report! !

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Campaign Purpose

Background:

Dunkin’ launched the Big N’ Toasted Breakfast Sandwich nationally in Q3, 2011.

Due to the overwhelming success, the product stayed in the DD system as the fast everyday premium breakfast sandwich.

Breakfast is extremely competitive as consumers search out their favorite sandwiches adding on coffee or other products as necessary.

Campaign Objectives:

• Drive awareness of the Big N’ Toasted Product • Drive measureable engagement with fans

• Generate earned media and maximize social sharing

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Measurement Matrix

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This matrix lays out all metrics by channel and campaign objective.

Campaign Overview: Consumer Flow paid driver facebook ads

owned hub

owned channel

the TAB

facebook

72%

paid driver

conversion

banner

paid driver email

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owned channel twitter

tab insights

The Big N’ Toasted tab was successful. 45,641 total visits were made to the tab, resulting in 32,960 total attempts (and 32,482 unique attempts) to submit entries to the sweepstakes, resulting in a 72% conversion rate.

“Try Workplace Jargon” was engaged with a total 1,046 times and shared a total of 1,762 times.

1,762

331 unique users showed interested in the BNT sandwich by clicking the “Try One” button on the app page.

Jargon shares!

The app was shared a total of 187 times (FB & Twitter combined).

Fan Interactivity: 69,132 talking about this*

61,035 page likes 9,254 comments

5,739 shares 2.37% engagement rate

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187 total app shares!

72% conversion rate!

Event Label

1,046

Jargon generations

Total Events

Unique Events

Sweepstakes Entries

32,960

32,482

Share Jargon

1,762

1,669

Share with Friends (a?er Thank You)

1,111

1,093

Try Workplace Jargon

1,046

1,037

"Try One" buKon clicks

404

331

App Shares (Facebook)

107

98

App Shares (TwiKer)

80

80

facebook insights

The Dunkin’ Donuts Facebook page and ads were successful in driving traffic to the Big N’ Toasted Page. A combination of national and location-specific posts were used, and over 1,927,856 total users were reached.

4,653 total interactions

Facebook ads also ran in association with the campaign. 370,455,190 impressions were generated with 164,691 banner clicks, resulting in an overall CTR of .044%.

261 comments

5,000

203 shares

3,000

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App visits/metrics

Clicks

Enter Now

9/30/12

9/29/12

9/28/12

9/27/12

9/26/12

9/25/12

9/24/12

9/23/12

9/22/12

9/21/12

9/20/12

9/19/12

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9/16/12

9/15/12

9/14/12

9/13/12

9/12/12

9/11/12

9/10/12

9/9/12

Submit 9/8/12

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Impressions

Visits

1,000

* FB provided sta8s8c that includes when users: like a page, post on the page wall, like a post, comment on a post, share a post, answer a ques5on, RSVP to a page’s event, men5on the page in a post, tag the page in a photo, check in at a place, share a check-­‐in deal, like a check-­‐in deal, or write a recommenda5on !

14,000 12,000 10,000 8,000 6,000 4,000 2,000 0

2,000

9/7/12

4,653 total interactions

Dedicated Email

4,000

9/6/12

4,189 likes

9/5/12

8,049 talking about this *

Facebook Ads

35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0

9/4/12

Fan Post Interactivity:

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twitter insights Dunkin Donuts posted the following tweet (pictured at right) on Sept. 18th. It was retweeted 12 times and quoted by 18 users, creating 199,073 impressions. Fans responded positively, often commenting to the BNT sandwich’s favorable large size and good taste.

Follower Interactivity: 12 retweets

199,073 impressions 3 replies

fan tweet

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display banner insights The banner campaign drove a total of 5,230 people to the Workplace Jargon app. Partner site info is included below.* Nationally, it received a .

13% CTR. There were also specific market sites; Springfield market had the highest Click Conversion Rate at 20%, highlighting Dunkin’s appeal within the city.

622 conversions

User Interactivity: .12% overall CTR

4,370,476 impressions 5,230 clicks Market

Partner

Impressions

Clicks

CTR Conversions* Click Conversion Rate

3,685,828

4,612

0.13%

583

13%

National

Media Math

Hartford

Courant

543,708

536

0.10%

23

4%

Springfield

Mass Live

140,940

82

0.06%

16

20%

Overall Total

Â

4,370,476

5,230

0.12%

622

12%

* Floodlight tag implemented 9/7/12. Banner data provided by Hill Holliday

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email insights The email portion of the campaign was a successful driver of traffic to the campaign tab. The newsletter was delivered once at 11:00 AM on September 18th, 2012, delivering 2,350,584 emails. 22,558 unique recipients clicked (29,425 clicks overall) on the content, resulting in a overall CTR of .96%.

Recipient Interactivity: 2,359,479 sent emails

15.71% open rate 29,425 clicks

.96% click rate 29 forwards

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22,558 unique clicks !

general insights New York residents interacted most with the campaign, followed by Pennsylvania, Florida, and New Jersey, respectively. The balance between new visitors and returning visitors favored returning visitors, indicating strong engagement with audience and suggests campaign effective at relating to consumers.

visitor distribution !

New vs. Returning Visitors

Returning Visits 57%

New Visits 43%

Visitor Distribution

4,348 New York 3,492 Pennsylvania 3,401 Florida 2,667 New Jersey 2,426 Illinois 2,405 California 2,095 Ohio 1,963 Texas 1,701 Massachusetts

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Summary!

summary / recommendations

This campaign created a lot of awareness and engagement for both the Big N’ Toasted Workplace Jargon & Sweepstakes.

All the paid and earned drivers brought quality traffic to the tab and generated positive conversation for Dunkin’ and BNT as a result.

In total, 72% of fans who visited the tab entered the sweepstakes which is a huge conversion percentage.

Recommendations Consider multiple emails to drive engagement and reminders to engage for consumers.

The Workplace Jargon app attracted users and fostered engagement. Continue/consider more ways for Facebook sharing for sub activities within the app itself.

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