Launching of cold stone creamery in bangladesh by olive tree foods limited
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Transcript of Launching of cold stone creamery in bangladesh by olive tree foods limited
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Olive Tree Foods Limited
Launching of Cold Stone Creameryin Bangladesh through Social Media Platform
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The Unique Brand Launch…
We are the first organization in Bangladesh to launch an international brand completely digitally based on social media!
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All the activities presented here are executed in Social Media platforms for launching
Cold Stone Creamery in Bangladesh
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Olive Tree Foods Limited•Country’s leading and most progressive multi-brand retail F&B operator of brands including:
–Orange & Half Café–Watercress Restaurant–Signature Dining by Watercress–Cold Stone Creamery Café
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Newest Addition:Cold Stone Creamery
• Owned by Kahala Brands, USA• Started at 1988 in Arizona, USA • US super premium ice cream brand• Operating in 27 countries with 1,500 stores• Bangladesh is Cold Stone’s 27th market!
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Brand’s USPs
• # 1 Super Premium Ice Cream of USA
• Made Fresh Daily
• Experience Factor
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Pre Launch Activities in
Social Media
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• We launched our Facebook page for Cold Stone Creamery Bangladesh before doing anything else in public!
• We executed extensive market research on our target market demographic and discovered that digitally approaching our target group would be the best approach in communicating our brand values
• We attracted 90% of our market by launching a Facebook centric campaign thus we could intensely focus on our followers and engage them throughout our journey
Facebook Page Launch
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• We generated thousands of likes on our page • Followers began asking questions about our brand creating a
wonderful buzz of what was to come!
Facebook Page Launch (Outcome)
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• Besides the organic growth, our boosting and advertisements pushed our name on Facebook beyond normal limits
Facebook Page Launch (Outcome)
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Facebook Page Posts
• We deployed the appeal of our decadent and delicious products to entice our followers on Facebook
• The frequent posts on our page encouraged our customers to eagerly anticipate our grand opening
• Multiple postings, both static and audiovisual, have been posted to our Facebook page since its launching
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Video Posts
• In order to promote our major USPs, including freshly made super premium products and experience factors, [for the first time in Bangladesh] - we included our own management staff and crew in the marketing campaign of the brand’s launch
• Our employee recruitment through an “audition” and training process was posted, promoting the depth of fun and excitement this brand will be!
• Since our ice cream is “Made Fresh Daily”, unheard of in Bangladesh, we put up a video highlighting our state of the art on-site production facility
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Video Posts
Available on our social media pages
Made Fresh Daily
Experience Factor
Crew Training
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Video Posts (Outcome)
• Instantly, each and every video we posted went viral drawing unprecedented customer engagement
• The Facebook page experienced hundreds and thousands of views, likes, queries, shares, and comments!
• We achieved around 520,000 Reach, 120,000 Views and 5,000 Likes in all our videos!
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• We posted several teaser photos and information about the brand and steadily promoted them in Facebook keeping all our followers fully informed
Teaser Posts
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Teaser Posts (Outcome)
• For every post, the followers responded with Likes and shares• It gave us the positive hype we needed right before our store
opening to launch on a very positive note• We achieved around 165,000 Reach and 11,000 Likes in
these teaser posts!
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Pre Grand Launch Announcement
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Grand Launch Activities in
Social Media
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Private Preview Party• For the first time in Bangladesh, a Private Preview Party was arranged in advance of the grand launch. We invited influential people from media, celebrities, socialites, diplomats and opinion leaders
• We sent out formal invitations including a velvet pouch containing Cold Stone Creamery goodies. Naturally this unique approach was well received creating further interest in our launch.
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The Party…• Our Private Preview party was held in our 4,000 SFT state-of-the-art flagship store located in the exclusive commercial enclave, Gulshan!• The venue was decorated in such a manner that reflects the brand’s international affiliation, premium positioning, excitement, fun and the total exclusive experience that it promises
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Begins…Our event was a major success in Dhaka. We invited 500 of the countries most popular socialites, celebrities, influential individuals and ice cream lovers to come try out our products and enjoy a fun night! We invited the US Deputy Chief of Mission to Dhaka to accompany the ribbon cutting
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Attractions of the NightAfter formal ribbon cutting and speeches, the fun began with random dancing flash-mobs, an unique ice cream fashion show promoting our Signature Creation ice creams, confetti in the air and a live band on stage!
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Attractions of the Night
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Celeb Studded Night
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Celeb Studded Night
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Post Launch Activities in
Social Media
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Grand Launch Videos
Click on the links to see the videos!
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Grand Launch Videos (Outcome)
• The hype created by us worked massively. In our first 10 days of operation, we served around 8,000 customers and we received raving customer reviews!
• Our team worked very long-long hours in store and could only sleep for 4 hours a day in initial days!
• We achieved around 1,800,000 Reach, 1,600,000 Views and 20,000 Likes in our two Grand Launch videos!
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Post Launch Reviews in Facebook
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Post Launch Footfall
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Post Launch Footfall
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Special Day Celebrations
• Later, we posted videos of our first day of operation and special day celebrations in Facebook
• Click on the links to see the videos!
Initial Days
Special Day Celebration Videos
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Post Launch Social Engagements
• Due to such unexpected interest from our Facebook followers we had fun with our ongoing engagement initiatives including - Selfie Contest, DubSmash Contest, and what not!
• We even held a live broadcast matches of some ongoing cricket tournaments in giant LED screen at our store!
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Post Launch Social Engagements:Contests
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Post Launch Social Engagements:Videos
LIVE Broadcast of Asia Cup ASIA CUP FINALE
DUB-SMASH CONTEST
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Post Launch Social Engagements (Outcome)
• At static posts and contests during post launch period, we have achieved around 1,010,000 Reach 130,000 Likes!
• Whereas, in videos highlighting our live broadcast of cricket matches and DubSmash contest, we have achieved around 1,200,000 Reach, 240,000 Views and 10,000 Likes!
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Media Coverage and PR
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Key Success Factors
• Vast local market knowledge• Passionate & dynamic mindset• Efficient team work• Robust management team with proven records• Meticulous planning and time management• Successfully identifying the right TG, media and message • High level industry, media, regulatory and social network• Concrete infrastructure to develop new market for a brand