For Gozoop India

1. DIGITAL MEDIA PLAN
Shashank Davis

2. Introduction
● Baskin-Robbins is the world's largest chain of ice cream specialty shops
● The company is known for its "31 flavors" slogan, with the idea that a
customer could have a different flavor every day of any month
● They are also famous for their little pink spoons
● More than 1000 flavors since 1945

3. Objective
● Growth of Target Audience (TA)
● Engage with corporates
● Develop a unifying theme for all Social platforms
● Develop executable ideas for campaigns to increase sales and make
happy customers

4. Campaigns to grow Corporate ties & other
Executable ideas
● #MondaySundae
o People share a picture of them doing an activity which shows them beating the Monday
blues at office and tag their colleagues.
o This enters them into a contest called #MondaySundae where the best selfie of the day
can redeem a coupon code send to them in a picture form in their email that either
contains a coupon code or a QR code which can be used at any outlet to get a free
Sundae!
● #HappinessBestServedCold
o Happiness photo booths are installed at select outlets where people click pictures with a
signup of their Instagram, Facebook or Twitter username and we tag them on our
Facebook page and also tag them along with the pictures and give them cool captions!
o We also serve them with loyalty gift cards which they can redeem at any outlet for an
additional 10% off

5. Campaigns to grow Corporate ties & other
Executable ideas
● #SuperheroScoop
o Share a flavor every two days on Facebook and ask our fans to mention what particular
extra scoop would make this their personal favorite.
o We could then offer this special combo to the best answer at any of the outlets via a QR
code shared with them on email in pictures (to make it easy for them to redeem their gift)
this can also be integrated with previous #HappinessBestServedCold and shared on other
social channels
● #ThroughLookingGlass
o Select outlets would have a big QR code with detailed instructions stuck so people with
smartphones could click a picture and be redirected to a microsite which allows them to
enter emails or auto logins via Facebook, Twitter, Instagram buttons.
o A one time only access a day would allow them to redeem freebies and gifts like (20% off
coupons, selfie sticks, smartphone stands, funky kitchen magnets)

6. Content Strategy Chart
Update #1 Update #2 Update #1 Update #2
Monday Indirect Direct #IceCreamHistory #scoopofhappiness (directly promote
flavors and their heavenliness with exotic
description)
Tuesday Direct Direct #FlavorOfTheMonth (use the idea of a new
flavor every new day of the month)
Puzzle (random puzzles, crosswords
keeping in mind a central product)
Wednesday Indirect Direct #iScreamFacts (facts & numbers about ice
cream and its wonders)
#ChemicalX (description of flavors in
Powerpuff Girls style + theme)
Thursday Indirect Indirect #Badumtss funny rage comic style stories
which relate to latest in media and share it
with a twist
#IHaveADream (share the I have a dream
meme with a different fun message every
week)
Friday Direct Indirect Baskin Robbins saves the day! (little
stories of superhero flavors) #TadaTada
#ShareLove (thought provoking ideas to
not just share on social but to share in real
life)
Saturday Indirect Indirect #RefferalRaisins (Get a waiver on your
saturday joys by posting our FB post on
your wall and showing the same on an
outlet)
“Remember Remember the ice cream, the
flavor?” (feature Guy Fawkes quiz that
allows fans to guess flavors, hence
promote new flavors and old to new TA)
Sunday Direct Indirect #CelebrateSundae (why you need to get
out with your family and have a cup of
delight from us)
#AgeNoBar (target kids + senior citizens
on why our Ice Cream is for everybody)

7. Content Pieces - 5 examples
#1
Don’t desert your colleagues! Treat them to a dessert at an outlet near you!
#IceCreamKaching #HappinessBestServedCold
#2
Ey, mates! Be a pirate of our #Creamibbean and explore the endless flavors!
Errr!
#3
Ice Cream tubs are as awesome as your bathtub! Sink in the pleasures with
pinky the spoon!

8. #4
Gods & Kings also love Ice Cream! So #Exodus from the office and treat your
team with a #scoopofhappiness and stand a chance to win tickets to your
favorite movies this week!
#5
It takes about 50 licks to finish a single-scoop ice cream cone! Lick away to hit
that centuries! You cricket lover!

9. Case Study: KFC India wishbucket
Summary
● An idea revolving around making people happy by granting wishes
● Perpetrating a social cause by building a library in Ladakh
● Building a virtual library via shares, likes and tweets which would help build
an actual library via participation of people on social which would later
translate to an actual library in a school in Ladhakh

10. Pros :
● Avail to the sentiment of helping a social cause
● Providing visuals to actually make participants think that they are
contributing to building a library from their personal devices
● Appeals to the social entrepreneurs who want to do good for the world
● Connects with a noble cause that actually associates with a company like
KFC

11. Cons:
● Executing an intangible idea, how would likes, shares and tweets build a
library?
● Building promotion solely on the idea of kids that are not lucky enough
looks cheaply done. Could have been done better to mask the non existent
real time support by the participants for the library
● The idea seems to completely feeds on collecting likes, shares by selling a
noble cause and the mechanism seems shoddy.

12. Scope of better execution:
● If I were to do this particular campaign -
o Allow people to generate money via clicks which they can see on our
microsite.
o Provide a big button on the microsite that says give or donate. Every
click would generate money and there will be no end to how many
times a person could click.
o Would limit the use from one device to 30 minutes or so so that our
servers do not hang by the mass usage of our microsite.
o Would also show stats of money raised on the same microsite.
o This would generate a more tangible approach that allows the fans to
actually feel that they are contributing.

13. MAY THE FORCE BE WITH YOU