The Challenge

Like many brands, Dunkin’ Donuts faced the challenge of measuring the effects of their social media efforts. In 2008, in preparation for the “Dunkin’ Beat Starbucks” campaign, Dunkin’ needed not only an agency that would help them plan and execute social media initiatives, but also an agency that could report on the success of those efforts.

The Solution

Dunkin’ Donuts tapped Pandemic Labs to develop a social media strategy that would integrate with the larger advertising and PR efforts already planned for the “Dunkin’ Beat Starbucks” campaign. Prior to the launch of the campaign, Pandemic Labs executed baseline tracking in order to establish metrics for later comparison. Over the course of the campaign, Pandemic Labs engaged in highly targeted blogger and forum outreach to supplement the efforts of the traditional PR strategy. During this time, Pandemic Labs also used our brand tracking engine to measure the exact online effects of the campaign on Dunkin’s brand as well as competitors. Weekly status reports were provided, as well as a comprehensive final report which presented a complete audit of the entire campaign and its effect on the size and sentiment of Dunkin’ Donuts’ digital footprint.

The Results

The “Dunkin’ Beat Starbucks” campaign was a success and Pandemic Labs’ brand tracking reports provided invaluable data to Dunkin’ and the other agencies on the exact nature of the campaign’s branding effects online. In early 2009, Pandemic Labs was again tapped by Dunkin’ Donuts to provide brand tracking and analysis.