Do we really need sexy donuts? Well, it caught my attention.
How Fun and Themed Social Campaigns Can Boost Your Brand’s Values: Lessons from Dunkin’s Spider Donut
The spider donut is a little (dare I say) unappetizing all on it’s own – that’s before it asked for a dadddddy. Giant food brands and sexy inuendo don’t typically mix, but the pure absurdity of this campaign clearly has legs.
In all seriousness, small business owners, are always looking for ways to connect with the audience and share the brands values in a way that feels genuine. Maybe sexy spider isn’t for you, but here are some thoughts to get you started. If you’re considering how a quirky, seasonal campaign might affect your brand’s values, this article will dive into the pros and give you actionable ideas on making a themed campaign work for your business.
Why Themed Campaigns Make a Difference for Small Businesses
Before we dive into the Dunkin’ case study, let’s take a look at why themed campaigns, especially around holidays or cultural moments, are so effective:
- They’re Engaging and Shareable: Themed campaigns, especially with fun, memorable visuals, are highly shareable. This helps small businesses expand their reach.
- They Bring Fresh Energy to Your Brand: A well-timed, fun campaign brings new life to your brand, giving customers a reason to check in with you and share their experience.
- They Reinforce Brand Values: If done right, a themed campaign can align closely with your brand values and remind customers why they love supporting your business.
- They Build Emotional Connections: When customers see a playful side of your brand, it humanizes you. They feel connected to your brand, which makes them more likely to come back.
Now, let’s take a closer look at Dunkin’s Spider Donut campaign and see how it successfully boosted engagement while staying true to Dunkin’s brand values.
Case Study: Dunkin’s Spider Donut Campaign
Dunkin’ (formerly Dunkin’ Donuts) launched the “Spider Donut” in celebration of Halloween, bringing a seasonal twist to their menu. This clever, simple design—a classic donut topped with a munchkin donut hole and icing “spider legs”—was a hit on social media. Here’s why it worked:
1. It Was Simple but Memorable
The Spider Donut didn’t require fancy ingredients or complex packaging. Instead, Dunkin’ made the most of what they already had. By stacking a donut hole on a classic donut and adding “legs” with icing, they created a playful product that felt Halloween-ADULT-appropriate and easy to remember.
- What You Can Do: Sometimes, the most effective themed campaigns don’t require a huge budget or complicated ideas. Think about what products you already have and how you can give them a themed twist with minimal effort.
2. It Embraced a Holiday Moment
Halloween is a perfect time to play with creativity and have a little fun. Dunkin’ understood that, and the Spider Donut became a product people wanted to photograph, share, and enjoy during the season. This holiday connection gave Dunkin’ a reason to join the social conversation around Halloween, encouraging customers to join in too.
- What You Can Do: Consider connecting your campaign to a holiday or cultural moment. It doesn’t have to be Halloween—Valentine’s Day, summer, or even local festivals work just as well. Choose something that makes sense for your business and that you know your audience celebrates.
3. It Reflected Brand Values: Fun, Inclusive, and Affordable
Dunkin’s brand is all about being fun, friendly, and accessible, and the Spider Donut reflected that perfectly. The product was simple and inexpensive but still added a touch of excitement to people’s daily routine. It showed that Dunkin’ isn’t afraid to have a little fun with its offerings, staying true to its values of being approachable and customer-centered.
- What You Can Do: Think about your own brand values. What can you do with a themed campaign that reflects those values? If your brand values sustainability, consider a green-themed Earth Day campaign. If you value creativity, try something artsy for back-to-school season.
How Themed Campaigns Help Reinforce Brand Values
Themed campaigns like Dunkin’s Spider Donut are so effective because they aren’t just fun—they’re on-brand. Here’s how themed campaigns can help reinforce and showcase your brand’s values:
a) They Show Your Brand’s Personality
One of the biggest challenges for small businesses is showing personality. With themed campaigns, you can highlight the unique qualities of your brand. If you’re a bakery with a sense of humor, bring that humor to life with a quirky, seasonal treat. If your brand is all about calm and wellness, consider a gentle, thoughtful campaign around self-care.
- Example: A yoga studio could create a “Zen Holiday” campaign in December, showing followers ways to stay calm during the busy season with special classes or relaxation tips.
b) They Build Community and Customer Participation
Themed campaigns are easy to make interactive. Encourage customers to get involved by sharing their own themed photos, tagging your brand, or even voting on their favorite seasonal products. When customers feel part of your campaign, it builds a stronger sense of community and loyalty.
- Example: A local coffee shop could create a “Winter Mug Shot” campaign, encouraging customers to snap a photo of their holiday cups and tag the shop for a chance to be featured on social media.
c) They Help Differentiate Your Brand from Competitors
By running unique, branded themed campaigns, you can stand out in a crowded market. Dunkin’ wasn’t the only one selling donuts during Halloween, but the Spider Donut was memorable and differentiated them from competitors who didn’t create a themed product.
- Example: A handmade jewelry business could launch a “Summer Daze” collection with ocean-inspired pieces during summer, setting them apart from other jewelry shops that aren’t as seasonally focused.
Tips for Running Your Own Themed Social Campaign
Here’s a step-by-step guide for planning and running your own themed social media campaign:
Step 1: Pick a Theme That Fits Your Brand
Choose a theme that reflects your business values, speaks to your audience, and aligns with a season or moment your customers care about. It could be a holiday, a local event, or even something unique to your community.
Does it have to be risqué like the horny donut? Probably not, but the landscape is pretty crowded and boring social work just won’t be seen.
Step 2: Keep It Simple
You don’t need to reinvent the wheel. Sometimes, the best ideas are the simplest ones—like Dunkin’s Spider Donut (and some colorful language and innuendo). Use products or elements you already have and add a seasonal twist.
Step 3: Make It Interactive
Encourage customers to engage with your campaign. Create a hashtag for people to use, hold a contest, or ask customers to share their photos for a chance to be featured on your page.
Step 4: Stay True to Your Brand Values
Make sure your campaign is consistent with your brand’s personality and values. If your brand focuses on health, for example, a holiday smoothie campaign might make sense, while a sugary dessert campaign might not.
Step 5: Promote Across Channels
Use multiple channels to promote your campaign. Post on Instagram, Facebook, and even LinkedIn if your audience is there. Don’t forget to use email to reach your most loyal customers.
Measuring the Impact of Themed Campaigns on Your Brand
To know if your campaign truly impacted your brand’s values, measure its success across a few key areas:
- Engagement: Look at likes, shares, comments, and other engagement metrics to see how well people responded to the campaign.
- Sales and Foot Traffic: Track any increase in sales or visits during the campaign. Seasonal products can often drive an uptick in business.
- Customer Feedback: Listen to what customers are saying. Are they sharing positive reviews or tagging friends? Customer enthusiasm is a great sign that the campaign resonated.
- Content Shares: Track how many customers are posting photos or content using your hashtag. This indicates not only engagement but also excitement.
Final Thoughts: Making Themed Campaigns Work for Your Small Business
Themed social media campaigns, like Dunkin’s Spider Donut, show that a simple idea can go a long way in building brand recognition, encouraging customer engagement, and reinforcing brand values. For small business owners, these campaigns are an affordable and creative way to stay relevant and bring joy to your customers. Remember to keep things simple, be authentic, and choose themes that truly resonate with your audience and align with your brand.
Ready to give it a try? Think about an upcoming season, holiday, or event, and brainstorm a campaign idea that’s unique to your brand. With a little creativity, your small business can make a big impact and strengthen the bond between your brand and your customers.
This article provides a detailed, small business-friendly guide on using themed social campaigns to boost brand values and customer engagement, with practical takeaways from Dunkin’s successful campaign.
All product and company names mentioned in this article are trademarks ™ or registered ® trademarks of their respective owners. Their use does not imply affiliation or endorsement by Wisecrowd, Inc. or any of it’s affiliates.
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