Diwali is traditionally a time of ‘mithai’, dry fruits and family. Our challenge was to establish Diwali as a doughnut eating occasion. We also had to create awareness that can drive sales of the newly introduced Diwali doughnuts.
This Diwali, Krispy Kreme India gave a ‘desi’ twist to its doughnuts with their Diwali Doughnuts aka ‘nutty circle’; a unique combination of chocolate or vanilla doughnuts with toppings of almonds, cashews, walnuts or pistachios.
Team of digital strategists had to think of an idea that is loud enough to create awareness about the new product and quirky enough to create instant connect with its fans.
The brand’s idea was to leverage Diwali, being an occasion when family and friends get together and blend it into having a doughnut together with help of a social media campaign.
We created ‘nutty circle’ campaign for Krispy Kreme. Every post of nutty circle was dedicated to a particular circle one has. It could be their gossip circle, movie circle, kitty party circle or a family circle. Then we invited our fans to tag their circle on every post and this sparked some interesting conversations. To fuel them, we rewarded 10 doughnut boxes to the most interesting groups. This also acted as a gentle reminder of the merry moments shared by the fans and their ‘circle full of nuts’. The campaign instantly had an emotional connect.
To spread the word we leveraged other social media accounts of Krispy Kreme including Facebook, Twitter, Instagram and Google+. We also created a series of video posts for Krispy Kreme that captured the crux of the idea.
The ten day long campaign started on 12th October and ended on 22nd October.
We received amazing response on the social media campaign.
- Total boxes of doughnut sold were 1500
- Number of people reached was 5,00,000
- Number of engaged users were 20,000
- New likes were 6500
- Number of contest winners were 10