Baskin-Robbins® is the largest chain of ice cream shops in the world. But it wasn’t until 2014 that they entered the grocery store market. I helped develop and execute the nation-wide launch strategy.
We developed the digital presence for Baskin-Robbins At Home, creating a responsive website and engineering their social media properties and content strategy across Facebook, Twitter, and Pinterest.
This was combined with a media campaign comprised of search, programmatic display, and mobile in-app display that delivered over 33 million impressions during the four-month launch window. The campaign achieved an above-average click-through rate of 0.33%, increased channel awareness among mobile users by 134% and saw a lift as hight as 161% with some desktop audience segments.