Sweet Snapchat Tactics From Dunkin’ Donuts
December 2, 2016
It’s official: Snapchat has reached phenomenon status. Not even the traditional news media—which tends to pay far more attention to platforms like Twitter and Facebook—can deny Snapchat’s unique and unstoppable appeal. A New York Times piece on Dec. 1 pinpointed the platform’s special sauce as “human editing and curation over stories selected by personalization algorithms…A departure from the filtered, viral feeds that dominate much of the rest of the online news environment.”
It’s this authenticity and human element that has attracted brands big and small to the platform. Dunkin’ Donuts, in particular, was one of the earliest brands to start snapping.
Melanie Cohn, social media marketing manager at Dunkin’ Brands, will be speaking about Snapchat content strategy at The Social Shake-Up, May 22-24, 2017 in Atlanta, presented by PR News in partnership with Social Media Today. Below, Cohn shares a few Snapchat tips from Dunkin’s creative and strategic use of the platform:
Be consistent cross-promotion.
Even with the massive Snapchat audience Dunkin’ has accrued, the brand still posts a reminder to follow its Snapchat account on Twitter every few days. Dunkin’ spices up the “Add us” message by offering exclusive goodies like limited-edition geofilters.
Celebrate National Espresso Day w/ our NEW Geofilter! ☕? Available in stores today 11/23! ? https://t.co/NkrVLPk1Ce
— Dunkin’ Donuts (@DunkinDonuts) November 23, 2016
Ready for a three-day immersion in content marketing and social media strategy? Check out the packed agenda and speaking roster for The Social Shake-Up, May 22-24, 2017, in Atlanta.
Offer an exclusive, behind-the-scenes experience for followers.
“When we give users a sneak peek inside our secret culinary lab, we can provide them with a new glimpse into our world,” says Cohn. Take Dunkin’s miniature cooking show format, for example. Dunkin keeps this Snapchat content separate from other channels, while teasing individual campaigns on its other social networks.
Happy Dunksgiving! We’re cooking up serious goodness w/ our Culinary Team. Head to our Snapchat! ?Snapchat: DunkinDonuts pic.twitter.com/eBmpzqQWSG
— Dunkin’ Donuts (@DunkinDonuts) November 17, 2016
Use channel takeovers to give brand loyalists a chance to shine.
On National Donut Day, Dunkin’ recruited brand ambassadors and micro-influencers around the country (a Nashville folk duo, a Los Angeles beatboxer, an NYC foodie) to snap moments from their day, “throwing it over” to the next influencer for a varied and exciting Story that brand ambassadors were incentivized to share.
Follow Melanie: @SocialMel
Follow Sophie: @SophieMaerowitz