The Business Problem
Krispy Kreme needed a sales lift in December so they created Day of The Dozens on December 12th. To get the word out they came to Baldwin& to hype the promotion. The ask was to create a circulator coupon but we thought there might be a better way.
The Creative Solution
If you’ve been to a Krispy Kreme and found yourself starring at the glaze waterfall in their kitchen display you understand how mesmerizing that thing is. We thought the white glaze could be interrupted with black lines to make a real coupon. We made the product a coupon and the coupon a social post.
The Results
Turns out people were just as fascinated with the glaze waterfall as we were. On Instagram, Krispy Kreme’s coupon was the 2nd most engaged post in December globally. Twitter engagement increased 466%. 12 million organic reach on Facebook and sales increased 85%. And in case you’re wondering, yes, the coupon actually scans.
