TEAM . . . . . . . . . . . . . . . . . . . . . .1

EXECUTIVE SUMMARY . . . . . . . . . . . . 3

CASE & CREATIVE BRIEF . . . . . . . . . 4&5

RESEARCH . . . . . . . . . . . . . . . . . . 6

CAMPAIGN MESSAGE. . . . . . . . . . . . 18 CREATIVE TACTICS . . . . . . . . . . . . . 21

MEDIA. . . . . . . . . . . . . . . . . . . . 30

APPENDIX . . . . . . . . . . . . . . . . . . 36

Ingredients

Julia Kleiber

Ka

rlyn Stanback

Megan Mowers

Hannah Brown

McK

inney Pierce

A C C O U N TE X E C U T I V E

A C C O U N TE X E C U T I V E

A C C O U N TP L A N N E R

M E D I AP L A N N E R

The Team

1

McK

inney Pierce

Kirsten McCann

Ka

eleigh Riordan

Wilian Rivas

Bridget Bot

C R E AT I V E C R E AT I V E

C R E AT I V E

P U B L I CR E L AT I O N S

P U B L I CR E L AT I O N S2

As a pioneer in the ice cream industry, Baskin-Robbins is a cherished franchise that has been scooping original ice cream flavors since 1945. The brand’s flavors have been the pinnacle of Baskin-Robbins’ history since the beginning; from the beloved Mint Chocolate Chip, Chocolate and Vanilla, to the unique Ancho Mango Surprise and Watermelon Splash Ice, no two Baskin-Robbins flavors are ever the same.

Although Baskin-Robbins is still very near and dear to the hearts of the older generations, the brand has fallen short with reaching the vital generation of millennials. They rely heavily on word of mouth and non traditional advertising forms. This gives Baskin-Robbins the opportunity to reach millennials in other creative ways.

With the coming summer months in mind, The Inside Scoop is proposing a new, fully integrated campaign for Baskin-Robbins to reconnect with its desired Flavor Explorers. Our aim is to incorporate experiential, outdoor and social platforms that will reach and resonate with Millennials. By creating an immersive experience, our campaign hopes to revive lost connections, increase store sales and garner a refreshed awareness for the Baskin-Robbins brand.

Executive Summary

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Baskin-Robbins is a well-loved brand that has been serving our nation for the past 71 years. While the company has grown over time, Baskin-Robbins has recently reached a nostalgic plateau and is no longer effective at communicating with the millennial demographic. We believe in order for Baskin-Robbins to increase brand awareness and in-store sales, they must target a younger millennial audience, and urge them to explore Baskin-Robbins’ unique ice cream flavors for themselves.

The Case

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Creative BriefBusiness Challenge: Drive increased traffic and purchase with younger demographic, specifically millennials.

Campaign Challenge: Make people rethink the flavors of Baskin-Robbins to get a new, younger generation of people to visit.

Single Minded Idea: Explore unexpectedly different flavors at Baskin-Robbins.

Assignment: Develop integrated campaign idea including strategy, media and creative to make the brand more relevant to Millennials by telling the BR flavors story.

Support: - BR’s new flavors are familiar with a twist. - Baskin’s new flavors aren’t playing it safe, they’re taking real chances. You’ll find a range from more familiar to flavors with unexpected twists. - Baskin never stops inventing new combinations, new flavor concepts. To date, they have invented over 1,200 flavors. - There are 31-42 scoop flavors in store at any given time, a new flavor of the month every month of the year, and a variety of seasonal and regional rotators.

Brand Tone: Fun, Playful, Energetic, Youthful

Budget & Timing: Flight Dates: April - August Budget: Media ($4 million) & Production ($1 million)

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ReseaRch

d i s c o v e R

u n d e R s t a n d

u n c o v e R

what factors impact our target market’s choice of where to purchase ice cream

our target market’s current perception of Baskin-Robbins

what would drive our target market to purchase ice cream from a Baskin-Robbins store

Research Objectives

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We conducted an online survey that targeted millennials and received 300 responses. The purpose of this survey was to gain insight into the dessert and ice cream store preferences of millennials, and which social media platforms they are most active on. By gathering specific consumer insight within the ice cream industry, we were able to understand the reasons why our target market does not see Baskin-Robbins as a top-of-mind brand.

The majority of our participants were between the ages of 19-22, with 84% females and 16% males. When asked about general interests, food was a first priority, followed by the outdoors and music. As for social media usage, it was a tie between Instagram and Snapchat. We were determined to discover what social media platform these participants were most likely to follow a brand on, and 60% favored Instagram.

Our survey also provided insight about the Baskin-Robbins brand in relation to its competitors. The results showed that flavors, location, and price were the three primary factors when determining which ice cream stores to visit.

Along with the survey, we conducted an observational study at our local Baskin-Robbins. We analyzed the products and the store atmosphere to gain a better understanding as to why the brand does not resonate with millennials.

Primary Research

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Secondary ResearchAside from the primary research, our team did an extensive amount of digging for secondary research. Much of our findings about the brand came directly from the Baskin-Robbins website and the brand’s annual reports. We were also able to utilize other trustworthy sources such as Bloomberg News to obtain more background information about the brand.

Our finding on millennials came from several articles and reports elaborating on millennial statistics and millennial habits. Our insight and industry findings came from Mintel Reports, a database that provides in-depth market studies. Our team filtered through several analyses of the ice cream/frozen treat industry, and market to make insightful discoveries to gain a better understanding of our target market.

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BASKIN-ROBBINS IS A GLOBAL BRAND

90% OF THE MARKET SHARE BELONGS TO BASKIN - ROBBINS

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The majority of the United States ice cream and frozen dessert manufactur-ers have been in business for more than 50 years. According to the International Dairy Foods Association, the production of ice cream and frozen desserts follow a clear seasonal pattern, picking up production in March and continuing un-til August. Research showed that June is the highest production month of the year.

Reports from Mintel state that consum-ers within the United States eat approxi-mately 18.4 liters of ice cream per person every year; however, ice cream and fro-zen novelties only saw a 10% growth in sales from 2010-2015. This resulted in zero growth when adjusted for inflation.

The lack of sales growth within the ice cream industry has been hindered by three key emerging trends within the United States: consumer dietary concerns, the increase of niche companies and products, and consumers’ desire for innovative flavors. According to Mintel, in the United States, 61% of consumers of frozen desserts claim to be willing to pay more for better-quality treats, while 60% of frozen dessert eaters believe that local brands are of better quality than national brands.

Industry

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In 1945, Baskin-Robbins was founded in Glen-dale, California by Burt Baskin and Irv Robbins. To date, Baskin-Robbins has over 2,800 stores in the United States, with each store being all about innovative flavors.

Throughout its history as a brand, Baskin-Rob-bins has created over 1,200 different ice cream flavors. The brand prides itself on offer-ing a variety of choices. Therefore, they offer 31 flavors each day, one for every day of the month.

Baskin-Robbins’ goal as a brand is to be viewed as inventive while providing unique ice cream flavors that are based on familiar food trends with an additional twist.

Company

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Competition

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Target Market

Millennials are the highest educated generation, with 23% having obtained a Bachelor’s degree or higher. Despire the high education level, they tend to have a lower income level of around $25,000-$48,000. They are also the most ethnically diverse generation compared to the others with 19% being Hispanic, 14% African-American and 5% Asian.

Millennials value new experiences, convenience, creativity, customization, and high quality products at affordable prices. They are inclined to seek out locations that are of the easiest access, with the best price point. Health plays an important role in the millennial lifestyle, but the occasional indulgence is also valued. Millennials place a heavy emphasis on word of mouth and the opinions of those around them. 59% of millennials use social media to find information. These Flavor Explorers’ value their friends’ opinions and are less likely to trust traditional media.

The primary target market for this campaign are defined as Flavor Explorers. Flavor Explorers are male and female millennials ages 18-25 years-old. They enjoy quality cuisine, flavor, and unique food experiences. Flavor Explorers want to try it all and will go out of their way to do so.

deMoGRaPhics

PsYchoGRaPhics15

PsYchoGRaPhics

Michael is a 25-year-old real estate agent living in Austin, Texas. He was a former swimmer at Ohio State University and believes staying physically fit is crucial. You can find him biking or running after work with his dog Moose. When he is not at work or spending time outdoors, Michael enjoys visiting the local pubs and breweries with his colleagues. Since Michael's close friends and family still reside in Ohio, he's always posting his everyday activities on social media to share updates with his loved ones back home.

Hannah is a 21-year-old Graphic Design student at NYU. She has an extremely social personality and is always surrounding herself with friends. She loves exploring the city and enjoys frequenting the local parks and rooftop bars. Hannah always shares her experiences on her social media accounts. She considers herself a “foodie,” and she loves trying all the unique restaurants New York has to offer. The most common posts Hannah shares on her social media include the current food item or drink she is treating herself to.

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Insight

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caMPaiGn

We challenge today’s millennials to Share The Scoop! by re-discovering Baskin-Robbins in new and more organic ways. The goal of Share The Scoop! is two-fold; first, our audience is encouraged to create their own content, just as Baskin-Robbins creates its own content through ice cream flavors. Second, customers are driven to share their experiences with friends by visiting Baskin-Robbins stores together.

By compelling our target demographic to create their own content with Baskin-Robbins, we hope to include them into an immersive experience that they might better appreciate. An overwhelming amount of today’s millennials no longer trust traditional media, and thus we feel that traditional advertising is no longer the best way to involve them with the brand. By combining outdoor installations with interactive social media campaigns, we hope to create a more organic brand connection with Flavor Explorers, who will then create awareness for Baskin-Robbins through their own shareable content.

Campaign Message

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We challenge today’s millennials to

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cReative executions

TASTY VIDEOPartnering with Buzzfeed Tasty will allow Baskin-Robbins to show millennials how their different flavors come to life. We will create a Tasty video series called “The Scoop Before The Scoop” that reveal flavors which Baskin-Robbins plan to bring into stores soon.

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FLAVORFUL BUZZFEED PERSONALITY QUIZWhat flavor best describes your personality? The buzzfeed quiz helps pair flavors with personality types. The flavor answers are all exotic ones that Baskin-Robbins offers, which helps to show millennials that Baskin-Robbins offers more than just traditional vanilla and chocolate. Those who take the quiz can then share their results on social media and be rewarded with a BOGO in store coupon to buy a scoop and share a scoop.

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SNAPCHAT FILTERBaskin-Robbins will have an official filter during National Ice Cream Day that users can use to take selfies on and post to a na-tional story. The filter will transform the user's selfie into an ice cream cone while sprinkles rain down from the top of the screen. There will be a prompt on the screen to "Share the Scoop!" by raising your eyebrows which will change the ice cream into another Baskin-Robbins flavor.

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INSTAGRAMSponsored posts will show images of adorable animals sharing ice cream to encourage millennials to “Share The Scoop!” with anyone important to them. The posts will encourage users to capture their fun moments of enjoying Baskin-Robbins with their peers, pets, or whomever they want to share with. In addition to the image, there will be a caption about how millennials can be entered to win unlimited Baskin-Robbins ice cream for a year if they post a photo of them sharing their ice cream with the hashtag #sharethescoop.

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ICE CREAM FOOD TRUCKIce cream trucks have been around for decades but Baskin-Robbins Ice Cream food truck will “Share the Scoop!” unlike its predecessors. Millennials love to spend what little money they have on experiences, with concert going being on the most popular. Baskin-Robbins will place these ice cream trucks at popular music festivals such as Coachella, Bonnaroo, and CMA Fest. The trucks will be covered in sprinkles and feature the hashtag #sharethescoop on the side to encourage festival goers to take pictures and share them on social media. If they share their picture on social media with the hashtag, they will be rewarded with a BOGO in store coupon to buy a scoop and share a scoop.

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SHARE THE SCOOP WHILE YOU WAITFocusing on heavy populated urban areas with public transit, we plan to retrofit bus stops with interactive digital photo boards. If you take a seat on the pink spoon bench, the back panel of the bus stop detects you and places ice cream toppings on your head for photo opportunities. If you share your image on social media, you then have the opportunity to be featured on the side panels of the bus shelters across other cities, and you are rewarded with a BOGO in store coupon to buy a scoop and share a scoop.

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WHAT'S YOUR SCOOP? WALLUsing outdoor advertising, the What’s Your Scoop wall is designed for millennials to write down how they enjoy their ice cream. Millennials are all about leaving their mark and telling their story. The What's Your Scoop? wall gives this generation a chance to be heard (and seen) within a city. The walls will feature a code that you can scan to be rewarded with a BOGO in store coupon to buy a scoop and share a scoop.

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Media

INCREASE BRAND AWARENESS FOR BASKIN-ROBBINS AMONGST MILLENNIALSUse Tasty Buzzfeed videos on Facebook to engage 45% of our target audience by the end of August.

Increase impressions on Instagram by 30% by the end of August.Reach 55% of our target audience on Snapchat by the end of August.

Use ice cream trucks increase awareness by 50% by the end of August.

Use interactive bus shelters to increase in stores sales by 35% by the end of August.

Use “What’s Your Scoop” wall to drive traffic in store, leading to a 35% increase in store sales by the end of August.

DRIVE UP IN-STORE SALES FOR BASKIN-ROBBINS

Objectives

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The total media buying budget for the “Share The Scoop!” campaign will be roughly $4 million dollars, with an additional $1 million dollars being allocated to production. The campaign will have a flighted schedule during the busiest ice cream months of the year, April to August. During this peak season, we will heavily advertise the Baskin-Robbins brand. Since our main focus is attracting the millennial audience, social media is a vital component. A large portion of the budget will be directed towards the social media platforms of Buzzfeed, Instagram, and Snapchat. According to the results of our survey, millennials are avid users of these three forms of social media and enjoy the different knowledge and creations shared on each.

Other forms of advertising that will drive our campaign to success include the usage of ice cream trucks, interactive bus shelters, and a chalkboard wall. These are forms of social media advertising and outdoor advertising will really play into the convenience and flexibility that millennials appreciate.

FLiGhtinG scheduLe from

aPRiL to auGust with focus on

convenience and FLexiBiLitY

Strategy

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The use of social media is a key part to our campaign process because millennials place high value on convenience and flexibility. Buzzfeed is a rather new platform that enables consumers to be interactive with Baskin-Robbins by having both a quiz and video section. Instagram is a booming social media tool that allows us to reach our audience instantly through sponsored posts. The pictures shared on Instagram will demonstrate the youthful and playful side to Baskin-Robbin and grab the millennials’ attention by playing into their love of animals. Snapchat offers Baskin-Robbins customers the opportunity to share their content via a filter and a sponsored story. This form of social media is easily accessible and quick to function. Our social and outdoor media tactics are unique approaches to attracting our audience. Our interactive bus shelters and “What’s Your Scoop” wall installation take place outdoors, which millennials have a strong connection to. These two forms of advertising are direct and get the message across to our consumers, but in a creative way. The ice cream trucks demonstrate the playfulness of the Baskin-Robbins brand. These approaches appeal to millennials due to the simplicity and quickness they offer.

Rationale

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Executions Cost Per Number Total

Buzzfeed Tasty Video

1,000 20 20,000

Instagram 350,000 5 1,750,000

Buzzfeed Quiz N/A N/A N/A

Snapchat 750,000 1 750,000

Interactive Bus Shelters

5,100/month 50 1,275,000

Food Trucks 3,500 10 35,000

What's Your Scoop? Wall

15,500 5 77,500

Total 3,907,500

Executions April May June July August Total

Buzzfeed Tasty Video

4,000 4,000 4,000 4,000 4,000 20,000

Instagram 350,000 350,000 350,000 350,000 350,000 1,750,000

Buzzfeed Quiz

0 0 0 0 0 N/A

Snapchat - - - 750,000 - 750,000

Interactive Bus Shelters

249,150 249,150 249,150 249,150 249,150 1,275,000

Food Trucks 7,000 7,000 10,500 3,500 7,000 35,000

What's Your Scoop? Wall

15,500 15,500 15,500 15,500 15,500 77,500

Total 3,907,500

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aPPendix

SURVEY QUESTIONS

Gender: M / F

Age (short answer)

Which of the following are you MOST interested in? a. music b. fashion c. food d. outdoors e. social issues f. school/work!

What social media platform are you most active on? a. instagram b. snapchat c. facebook d. twitter e. youtube f. reddit

What social media platform are you most likely to follow a brand/engage in their posts? a. instagram b. snapchat c. facebook d. twitter e. youtube f. reddit

Would you describe yourself as a brand loyal consumer? (i.e. you only purchase apple products because you think the PC sucks and Steve Jobs ruled the world) a. yes b. no

What is your go-to dessert? (free response)

What is the first ice cream store that comes to your mind? (free response)

When was the last time you visited an ice cream store? a. last week b. last month c. within the last 3 months d. more than three months ago e. rarely ever

What are the most important factors to you when going out for ice cream? (can select multiple): a. location b. price c. flavors d. environment e. experience f. spending time with friends and family g. Other (free response)

Who do you typically get ice cream with? a. yourself b. friends c. family d. "I really just don't get ice cream!"

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What are some reasons you would choose another dessert over ice cream? a. price b. caloric intake / working on my outward appearance c. convenience d. i like other desserts a lot better than ice cream

If you were deciding bwtween two ice cream stores, which of the following would make or break your final decision? a. whatever is cheaper b. if i received a coupon c. whichever environment seems more inviting d. location/convenience/surrounding restaurants

How would you describe your overall opinion of Baskin-Rob-bins? a. extremely favorable b. very favorable c. somewhat favorable d. somewhat unfavorable e. not at all favorable f. I have not heard of Baskin - Robbins

How would you describe your overall opinion of Dairy Queen? a. extremely favorable b. very favorable c. somewhat favorable d. somewhat unfavorable e. not at all favorable f. I have not heard of Dairy Queen

How would you describe your overall opinion of Ben & Jerry's? a. extremely favorable b. very favorable c. somewhat favorable d. somewhat unfavorable e. not at all favorable f. I have not heard of Ben & Jerry'sHow would you describe your overall opinion of Cold Stone Creamery? a. extremely favorable b. very favorable c. somewhat favorable d. somewhat unfavorable e. not at all favorable f. I have not heard of Cold Stone Creamery

What incentive(s) would drive you to visit a Baskin - Rob-bins store? (free response)

Use 3 adjectives to describe your perception of the Baskin-Robbins brand: (free response)

How likely are you to recommend the Baskin-Robbins ice cream store to a friend? a. extremely likely b.very likely c. somewhat likely d. somewhat unlikely e. very unlikely f. extremely unlikely

Final thoughts on the Baskin - Robbins brand: (free re-sponse)

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SURVEY RESULTS

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BOGO COUPON

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BUZZFEED QUIZ

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