Donut King Hot Cinni Showdown
The Client
Donut King, Iconic national donut brand in Australia launched marketing campaign to bring back it specialty, Hot Cinnamon Donut. Donut King has been the home of the hot cinnamon donut for over 40 years. It’s part of the Aussie experience and brings with it a sense of nostalgia. So, it’s time to remind Aussies why Donut King’s hot cinnamon donut is the original and the best.
Objectives
- Drive brand awareness
- Engagements
- Competition Entries
TARGET AUDIENCE
Gen Y and Gen Z
CAMPAIGN DURATION
28 May – 31 August 2022
CHALLENGES
- Budget and preparation time is limited
- With the objective of increasing awareness among Gen Y (8-23 years old) and Gen Z (24-39 years old), there is a possibility that the product may not be familiar among these age groups, which ultimately leads to increased campaign costs. Therefore, to tackle these challenges, the audience range is expanded to include individuals up to the age of 50. Special events are organized during National Donut Day, and influencers are engaged to support the campaign.
PLATFORM AND CHANNEL
- Display
- Meta
- TikTok
- YouTube
- Influencers
Strategy & Approach
Phase 1 consisted of National Donut Day which included a pre-launch phase as well as on the-day campaign and organic amplification across Meta (Facebook and Instagram) as well as TikTok.
Phase 2 consisted of Home of the Hot Cinni, leveraging videos to drive brand awareness across Meta (Facebook and Instagram) as well as YouTube and Display.
Phase 3, Hot Cinni Showdown consisted of videos, moving stills and influencer content to drive brand awareness, engagement and competition entries across Meta (Facebook and Instagram) as well as TikTok.
HIGHLIGHT
Media Investment
$127k
IMPRESSIONS
23.78 M
REACH
9.46 M
CPM
$5.36
Clicks
(Web Traffic)
23.1 K
CTR
0.10%
- The campaign delivered impressive results, with 27.7 million impressions achieved, surpassing the target by 69%. The campaign reached over 9.46 million people across multiple platforms, resulting in a cumulative frequency of 2.51 and a cost per thousand impressions (CPM) of $5.36. Meta and TikTok were the primary contributors to the high number of impressions.
- Notably, the second phase of the campaign (brand) exhibited better cost per click (CPC) and click-through rate (CTR) on digital display and YouTube, indicating increased audience interest.
- Influencers played a significant role, accounting for 88.77% of all engagements while representing only 29.70% of the overall campaign’s investment. However, it is important to consider that influencer content had higher CPM due to additional fees, resulting in fewer impressions compared to regular ads on their respective platforms.
- The Meta Hot Cinni Showdown in the third phase achieved a CPC of $2.45, which was more efficient than Donut King’s historical average of $3.26. Additionally, the positive impact of influencers on overall campaign interest was indicated by the increasing efficiency of CPC as influencer amplification commenced.
Lessons Learned
- CPM Optimization: Efforts should be made to minimize CPM across post engagement, particularly during influencer amplification on Meta, by carefully managing content release timing to avoid compressed time frames.
- National Donut Day Challenges: Address issues related to non-participating stores and conditional offers for free donuts to prevent negative social media comments and customer dissatisfaction.
- Variation in Creative Sets: Ensure variations in creative sets for longer campaigns to sustain audience engagement and interest.
- Video Storytelling: Consider optimizing video content for storytelling purposes, especially when aiming to maximize video completed views, even if it is not the primary objective of the brand campaign.
- Martech Integration: Integrate Martech considerations into broader business delivery to ensure seamless campaign execution and overall success. Lack of tracking in the competition landing page can hinder optimization towards the number of entries.