Background
Since 1937, Krispy Kreme has delighted customers with fresh doughnuts. Over the years, the brand has grown into a quick-service restaurant (QSR) chain serving sweet treats and more.
Opportunity
Quick-serve restaurants (QSRs) are booming across the US. To compete in a crowded field, QSRs keep prices low and typically operate on slim margins. This means that every promotional campaign needs to deliver results. The first Friday of every June is a big deal for Krispy Kreme: it’s National Doughnut Day. Krispy Kreme approached Verve with two objectives for a National Doughnut Day promo campaign:
- Inspire brand loyalty and engagement with current customers.
- Entice new customers to visit Krispy Kreme stores.
Solution
What’s better than a fresh doughnut? A free, fresh doughnut! Verve developed precise targeting and compelling creative spotlighting the giveaway to build excitement and drive engagement.
Specifically, Verve’s approach used three primary tactics:
- Strategic audience segmentation: Target frequent QSR visitors with Verve’s custom audiences.
- Geo-fencing: Target a 5-mile radius around Krispy Kreme stores.
- Interactive ad formats: Dynamic “tap-to-map” ad creatives to direct customers to the closest Krispy Kreme store.
Results
The National Doughnut Day promo campaign significantly outperformed industry benchmarks for tap-to-map and engagement duration.
- 2X longer engagement duration*
- 25% higher tap-to-map
* Mobile engagement vs. traditional TV engagement duration
