There is always a hurdle to offering audiences new products or services, even if they’re already engaged.
For instance, billions of Dunkin’ fans weren’t getting the DD app. It speeds up lines, allows pre-ordering, has a generous loyalty program, and more. So why was Dunkin’ having such a hard time convincing them?
To support their digital program we started with traditional advertising. OOH and in-store messaging informed, while employees were trained to normalize app use at the counter. In the app itself, we created hundreds of seasonal app-only “content cards” that could be shared as gifts between app users, and added an element of fun.
By year’s end, they surpassed their acquisition goals by 9%.