Here is the plans book from my capstone class at The University of Georgia. I worked primarily as the account executive on the project, however much of the work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were so lucky to have worked with 22squared and Baskin Robbins for this class. Hope you enjoy!

1. FLAVOR
OF YOUR
DREAMS

2. MORGAN MCMAINS
ACCOUNT EXECUTIVE
MADDY MILLER
ACCOUNT PLANNER
JONATHAN TERRY
MEDIA PLANNER
DINA GHIOTO
CREATIVE
BROOKE WALTON
CREATIVE
CLAYTON HOFFMAN
PR/PROMOTIONS
MIRANDA BURKE
PR/PROMOTIONS
EMILY TOWNSEND
ACCOUNT EXECUTIVE
22LBS
The average American eats 22
pounds of ice cream every year. We
think that’s pretty cool. We also think
ad campaigns are pretty cool. Thats
why we call our ad agency 22lbs.
Meet our awesome team below.
TABLEOFCONTENTS
THEAGENCY
32
2 The Team
3 Table of Contents
5 Executive Summary
6 The Brief
7 The Case
8 Research
10 Competitor Analysis
11 Consumer Analysis
12 Insight
13 Campaign Message
14 Creative Strategy
16 Online Videos
18 Opposites Attract
Storyboard
20 Social Media
21 Facebook
22 Snapchat
23 Twitter
24 Instagram
25 Press Release
26 Outdoor
28 Speed Dating
30 Buzzfeed
32 Media
34 Evaluation
36 Appendix

3. EXECUTIVE
SUMMARY
5
EXECUTIVE SUMMARY
Baskin-Robbins needs a fresh, new perspective and we at
22lbs are here to offer just that. Baskin-Robbins has struggled
with reaching millennials in recent years and we have created a
campaign that will solve that problem. We will execute a carefully
planned campaign that will resonate with younger audiences, drive
more foot traffic into stores, and increase awareness of the variety
of BR flavors. Based on our research, we will be able to deliver the
right message to the right audience at the right time. Our plan will
use tongue-in-cheek language and clean, simple visual designs to
grab millennials’ attention and spark their interest. Baskin-Robbins
has so much to offer to this target audience; we need to improve
BR’s communications in order to capture the hearts of millennials
around the country.

4. THE CASE
BUSINESS CHALLENGE
BASKIN ROBBINS IS ALL ABOUT
FLAVORS. It has created over
1200 different ice
cream flavors throughout its history as a brand. Despite BR’s focus
on innovative flavors, it is not getting the credit it deserves from
consumers based on perceptions and preconceived notions that BR
is not an innovative brand. People may think that Rocky Road and
Mint Chip are the limits of “different” at BR. In reality, Baskin has more
than the usual flavors. The flavors are based on food trends and are
FAMILIAR WITH A TWIST.
Its product offering also goes beyond ice cream with cakes, cones,
sundaes, warm cookie sandwiches, and beverages. We want to
make consumers, specifically millenvnials, think differently about the
brand. We want them to recognize that BR is a place to discover
unexpected flavors they have not tried before. To date, the brand
has focused heavily on its products in content and creative
messaging. Moving forward there is opportunity to tell a more
emotional brand story and shift consumer perceptions about the
brand, specifically with a
millennial audience, through
STORIES
Drive increased traffic and purchase with younger demographic,
specifically millennials.
CAMPAIGN CHALLENGE
Make people rethink the flavors at Baskin-Robbins to get a
new, younger generation of people to visit.
TARGET
Millennials, 18-25; “Flavor Explorers” love to try new
foods, flavors, and share a new food experience with
friends. The conversation, “have you tried XYZ food
yet?” can motivate them to visit a restaurant. If they
haven’t tried it, they’ll seek it out. They like to be
among the first to try a new restaurant, or new
signature dish. They like telling their friends
about new tastes that few have tried, and they
like foods with unique twists.
7
INSIGHT
This audience places a heavy emphasis on
customization, flexibility, choice and
convenience.
BRAND TONE
Fun, Playful, Energetic, Youthful
BUDGET/TIMING
Flight Dates: April – August
Media: $4M
Production: $1M
FLAVOR
6

5. RESEARCH
Throughout our research, we
sought to answer many
questions about Baskin-Robbins
and its consumers. We wanted
to discover the consumers’
- age
- gender
- preference of ice cream provider
- time and frequency of their ice
cream consumption
- people they eat ice cream with
- flavor preferences
- likelihood of sharing positive
experiences with others
- media usage
- already established attitudes
and feelings towards
Baskin-Robbins
We hoped to learn about
current Baskin-Robbins
consumers, people who don’t
frequent Baskin-Robbins, and
most importantly our target
market millennials. We used
this information to identify our
best consumers as well as
understand their ideas and
behaviors.
OBJECTIVES RESEARCH METHODOLOGIES
We aimed to gather quantitative and qualitative information about
consumer perception of the brand, brand challenges, brand
history, and the ice cream industry as a whole. Since our agency is
made up of millennials, we surveyed our friends and classmates to
learn about their attitude towards Baskin-Robbins.
We created an online survey, which we distributed via social
media, and recorded the responses. In the survey we wanted to
learn how often millennials go out for ice cream and who they go
with, what words or feelings they associate with Baskin-Robbins,
and whether or not they have ever been to a Baskin-Robbins.
Another tactic for primary research was conducting a focus
group with local Athens millennials. We felt it was important to
discover what our target market’s interests and preferences are
when choosing an ice cream brand in order to make Baskin-
Robbins more appealing to them. Focus group questions led
to conversations about brand preference, brand awareness,
the desire to experience something new and exciting, and how
millennials would share those experiences via social platforms. In
addition to holding a focus group and conducting a survey, we at
22lbs, as a group of millennials, often discussed similar questions
among ourselves. We believe our personal opinions of Baskin-
Robbins serve as a great primary source when asking questions
about millennials and how they interact with brands.
For much of our secondary research we used Baskin-Robbins’
website to collect information about its history, flavors, products,
and services. We also surveyed competitors of the brand to
determine differences and opportunities for Baskin-Robbins. In
order to assess what Baskin-Robbins is currently doing on social
platforms, we analyzed Facebook, Twitter and Instagram as well as
their competitor’s social profiles.
8
INDUSTRY FINDINGS
Like any industry, the ice cream market faces
change from year to year. Currently, the ice cream
is experiencing three emerging trends that will affect
how consumers view and purchase their brands.
Today, the ice cream shop market is more crowded
than ever. In an increasingly cluttered landscape,
it’s important for ice cream brands to find ways to
differentiate themselves. Big brands are thinking
smaller on a boutique level, creating unique
packaging and overall aesthetic and utlizing local
ingredients in their products. By breaking away
from large manufacturers and big business, the ice
cream industry is demonstrating and celebrating a
sense of individuality among their competitors.
Health concerns and nutritional information are
becoming more and more important to consumers.
Consumers are buying fewer treats including snack
cakes, sodas and ice cream. In the ice cream
industry, companies are gearing their products to
be GMO-free, hormone free, non-dairy, and without
additives or preservatives. Brands have shied away
from claiming their products are “slimming” and are
instead focusing on letting consumers know that
their products are “better for you.”
Ultimately, the ice cream industry is focused on
providing a wide variety of flavor options. New
and innovative flavors, flavor combinations, and
“make your own” creations are driving consumers
into stores. Consumers feel if they are going to
consume high caloric treats, the dessert better be
worth it and something they’ve never tried before.
COMPANY FINDINGS
Baskin-Robbins is the number one hard scoop ice
cream shop in the country. Founded in California
in 1945 by brother-in-laws Burt and Irv, the
company is now part of Dunkin’ Brands Group.
BR has grown to over 2500 stores in the US and
is the world’s largest chain of ice cream specialty
shops. It offers a variety of products including
customizable cakes, cones, scoops, sundaes,
beverages, warm cookie sandwiches, cookies,
and prepacked ice cream. Baskin-Robbins is all
about flavors and innovation. It has served over
1200 flavors throughout itsv history as a brand and
features a new flavor every month.
Baskin Robbins “31®” was
created to represent a different
ice cream flavor for each day
of the month. In addition,
there are always at least
31 flavors of ice cream
offered in store at any
given time.

6. PSYCHOGRAPHICS
The Flavor Explorer segment is a very diverse and unique group. They are often creative, outgoing and
passion-driven. Also considered “trendsetters,” this group stays in touch with all the newest and hottest trends
through its presence on social media networks and keeps tabs on celebrity news and gossip. The Flavor
Explorers are considered “foodies” and will splurge on new or different food experiences; however, they are
creative with their budgets and will always find a deal. This group skews female and loves “do it yourself”
(DIY) activites. These consumers enjoy music festivals, local concerts, cheering on their favorite teams and
going to places “to be seen.” They will make time to socialize with friends whether they’re meeting up at the
gym or gathering for drinks at a new bar; their social network is offline as much as online. This segment is
young, active with multiple brands, and are likely to explore its options. While some may argue that millennials
are the most loyal generation, studies show that they will switch brands based on several factors such as
friend recommendations, a more appealing competitor, or even a brand’s social cause. Time at home is often
spent trying new recipes or experimenting with trending health and beauty products. Flavor Explorers prefer
online shopping rather than visiting typical retail stores, unless it is a social outing. This group shops based
on “what’s trending” and regularly spends money in clothing, food, shoes, entertainment, and the electronics
categories. They desire easy access to information and depend on recommendations to make final purchase
decisions. The Flavor Explorers’ top brands for clothing include Victoria’s Secret, Old Navy, and Forever 21.
In the food and drink category, JIF peanut butter and Evian Water are high on their “most likely to buy” list.
The health and beauty category includes CoverGirl, Neutrogena, and Dove as the top purchased brands.
DEMOGRAPHICS
Baskin-Robbins’ target demographic is 18-25
year olds with low levels of income (>$30,000 a
year). They live all over the United States because
ice cream is enjoyed everywhere. The target
demographic is of all genders, races/ethnicities,
and religions. Our campaign is targeted to current
college students and recent graduates.
TARGET MARKET
Baskin-Robbins’ current target market is
millennials between the ages of 18 and 25.
Although millennials are a large generation born
between 1980 and 1996, Baskin-Robbins will
focus on the younger spectrum of this group
in a segment they call, “Flavor Explorers.” The
company wants to reach these consumers
who seek out new food experiences with their
friends. Flavor Explorers enjoy telling other
people about new cuisines that they have tried.
They are experiencers, and they enjoy food
with a unique twist.
CONSUMER
ANALYSIS
COMPETITIVE ANALYSIS
PRODUCTS DIFFERENTIATOR DISTRIBUTION CURRENT
CAMPAIGN
SOCIAL
MEDIA
scoops, cakes,
sundaes, cookie
sandwiches, cookie
sundaes, milkshakes,
smoothies, floats,
freezes, ice cream
sodas, parfaits
31 different flavors,
new flavor every
month
Baskin-Robbins
scoop shops,
some grocery stores
“More Flavors. More Fun.”
Facebook
Twitter
Pinterest
Youtube
pop culture
references
in flavor names,
celebrity
partnerships,
philanthropic,
GMO free, non-dairy
options
Ben & Jerry’s
scoop shops,
grocery stores,
convenience/drug
stores,gas stations
“The best possible ice
cream in the nicest way
possible”
Facebook
Twitter
Google+
Pinterest
Tumblr
Instagram
Snapchat
Youtube
create-your-own ice
cream cups and cones,
sundaes, milkshakes,
frappes, pre-packaged
ice cream, smoothies,
cakes, cupcakes, cookie
sandwiches, pies, frozen
yogurt, sorbet
made to order
creation,
tip jingles
Cold Stone
scoop shops
“The Ultimate
Ice Cream Experience”
Facebook
Twitter
Instagram
Cold Stone App
novelties, sundaes,
cones, blizzards, hot
desserts, frappes,
shakes/malts, fruit
smoothies, cakes,
blizzard cakes, mini
blizzard cakes
drive thru,
famous blizzards
wide variety of food
products
Dairy Queen
stores
Facebook
Twitter
Tumblr
Youtube
Instagram
“Fan Food.
Not Fast Food.”
pints, scoops,
cakes, catering
10 11

7. CONSUMER INSIGHT ONE
MILLENNIALS LOVE
TO BE IN LOVE
INSIGHT TWO
MILLENNIALS
WANT TO BE
ENTERTAINED
AND ENGAGED
CONSUMER INSIGHT THREE
MILLENNIALS VIEW
BASKIN-ROBBINS AS
IRRELEVANT AND UNRELATABLE
CAMPAIGNMESSAGE
Based on our Insights, our campaign aims to make Baskin-Robbins
RELEVANT AND RELATABLE.
FLIPPING THE SCRIPT.
We want to be a part of the “love” conversation that is already
going on among millennials; however, instead of slipping through
the cracks, we want to turn the conversation on its head by
Our concept will feature relatable characters falling in love with
Baskin-Robbins flavors. The characters will not only enjoy these
THE FLAVOR OF THEIR DREAMS
at Baskin-Robbins. The characters will share their obsession with
their BR flavor through common tropes of love, such as the
“perfect match”, the “love triangle”, and “opposites attract.” The
narratives will be comedic and will surely stand out among
OUR INCREASINGLY LOVE-STRUCK CULTURE.
flavors, they are going to be romantically in love with them, too.
These love stories will be ridiculous, witty, and attention-
grabbing, while informing the viewer that he or she can find
13

8. CREATIVE STRATEGY
We want the visual aesthetic of this campaign to
be eye-catching, meaningful, and unlike anything
Baskin-Robbins has done before.
We want to remain true to the already established
Baskin-Robbins brand, but put a fresh,
contemporary spin on it. The campaign will,
therefore, use the traditional BR Blue and Pink
and the classic BR fonts, while also pulling in new
pinks, blues, and scripty fonts. We found that
most of Baskin-Robbins’ past campaigns and
in-store collateral employ mostly pink. We
decided to incorporate more blue, especially into
the cup design, to offer both a change of pace
from the pink aesthetics of the past and also
balance out the femininity associated with pink
and the notion of love.
We love the image of the iconic pink BR spoon.
We believe it the spoon is an under-used secret
weapon of the brand, and we had to include it
in the campaign design. We subtly juxtaposed
the pink spoon (which represents Baskin-
Robbins as the creator of thousands of flavors)
with a sketched arrow piercing a circle (which
represents the notebook doodles of the flavor
love story we are telling).
Lastly, we want to remain true to the brand
tone and voice while still executing a campaign
that reaches millennials successfully. All of the
photography and artwork will be bright, young,
and fun like the past Baskin-Robbins imagery, but
will now employ more sophisticated, simple, and
clean visuals.
TRADITIONAL
BR BLUE
ROBBIN’S
EGG
ICE CREAM
DREAM
SWEET
BLUSH
TRADITIONAL
BR PINK
NEUTRA DISPLAY MEDIUM FONT
A V E N I R L I G H T F O N T
Beyond the Mountains Font
Helvetica Neue Thin Font
e
FLAVOR
of your
dreams
NEW
CONES
NEW
CUPS
14 15
e
FLAVOR
of your
dreams
e
FLAVOR
of your
dreams
e
FLAVOR
of your
dreams

9. PERFECT MATCH LOVE TRIANGLE PLAYS THE FIELDPDA COUPLE
• Characters: Athletic guy named Brad and Premium
Churned Reduced Fat, No Sugar Added Pineapple
Coconut Ice Cream.
• “We met at Baskin-Robbins.”
• “She’s the full package. She’s refreshing, exotic,
and healthy.”
• “I’m the best version of myself when I’m with her.”
• “She was churned for me.”
• “Guys at the gym are really jealous. I love showing
her off because she always looks so good.”
• B-roll: Brad walking through the gym with his ice
cream girlfriend. All the other guys are turning their
heads and dropping their weights to steal a glimpse
of his “girl.”
• Characters: Slightly obnoxious girl named
Claire, and Pumpkin Pie Ice Cream.
• “We met at Baskin-Robbins. I just saw him
across the way and had to scoop him up
before anyone else could.”
• B-roll: Claire posting on Instagram. “He is my
#FlavorCrushFriday today and everyday.”
• “I love you so so so so much pumpkin!!!!! No
I love you more, No I love you more.....”
• B-roll: Claire making out with her ice cream in
front of families in the scoop shop.
• ”Pumpkin’s and my love was instantaneous.
We owe it all to Baskin-Robbins.”
• Characters: Jessica and her multiple flavor flings.
• “So my flavor of the week is Strawberry Shortcake.”
• “I’m not ready to settle down yet.”
• “What’s wrong with wanting to try every flavor?”
• “On Mondays I might want a scoop of Rocky
Road, but what if I want Pralines and Cream
on Tuesday?”
• “I’ve collected soooo many pink spoons over
the years.”
• B-roll: Jessica in a bar, leans over to ice cream
sitting on the counter next to her, “You come
here often?”
• Characters: Mallory and her two flavors, Chocolate
Cookie Dough and Habanero Ice Cream.
• “I used to be with Chocolate Cookie Dough, but
we decided that we’re just better as friends. He just
wasn’t the right flavor for me.”
• “Now I’m with Habanero Ice Cream. He is SO hot
and delicious. He has really spiced up my life and
added some much needed heat and excitement.”
• “He is such a good spooner.”
• B-roll: Mallory sliding the Chocolate Cookie Dough
Ice Cream away from her across the table with a
bored look on her face. Her face lights up when
she sees Habanero and grabs the cup and
starts giggling.
16 17
ONLINE VIDEOS WHERE? The 30 second versions of these videos will be posted on Instagram. The
90 second versions will be posted on Facebook, YouTube, and our website.

10. STORYBOARD EXAMPLE
The video will open on our main character, Matt,
and the flavor of his dreams, Wild N Reckless.
In an interview-type format featuring Matt and his
flavor together, Matt’s first line would be:
“WE MET AT BASKIN-ROBBINS,
IT WAS LOVE AT FIRST LICK”
As Matt continues to describe his BR love
story in the background, B-roll footage of
Matt and his ice cream will be playing.
Normally a straight-laced guy, Matt has been
pushed out of his comfort zone by Wild N
Reckless in more ways than one.
“SHE’S GIVEN ME THE
COURAGE TO DO THINGS
I NEVER DREAMED
I WOULD DO.”
This scene will show a police officer walking
up to a steamy car at a scenic overlook. As he
shines his flashlight into the car, he finds Matt
“making out” with Wild N Reckless with a face
covered in ice cream.
“I JUST CAN’T CONTROL
MYSELF, OFFICER. SHE’S
JUST SO GOOD.”
The closing scene will be a close up shot of
the original interview. Matt will be thanking
Baskin-Robbins for helping him fiind the flavor of
his dreams.
“I NEVER THOUGHT I’D FALL
FOR ANYBODY LIKE THIS, BUT
WE JUST MELT WHEN
WE’RE TOGETHER.”
EACH UNIQUE BASKIN-ROBBINS LOVE
STORY WILL START AS A 30 SECOND TEASER AND
FOLLOW WITH A 90 SECOND FULL STORY
1
2
3
4
18
OPPOSITES ATTRACT

11. 20
SOCIAL
MEDIA
FACEBOOK
Through the research process, we found that
millennials really hate advertisements cluttering up
their social media news feeds. We decided that in
order to effectively advertise to them without annoying
them or turning them off from BR, we need to use
more subliminal, integrated messaging that flows in
nicely with their social media platforms. We believe
this type of native advertising will be subtle, and some
people will be pleasantly surprised when they realize
the person they almost scrolled past is actually an
advertisement from Baskin-Robbins.
Millennials use Facebook as a way
to connect with friends, family and
brands. They share and watch
videos, read the news, and share
life updates on this platform. We
believe our target audience would
see and appreciate Baskin-Robbins
posts on this media.

12. SNAPCHAT
23
TWITTER
22
Snapchat is one of the most widely
used social platforms among
millennials. They appreciate the posts’
brevity of life and lack of permanence.
We believe using a simple and
humorous filter will encourage our
target market to view and spread the
word about our campaign.
Twitter is used by
our target market for
entertaining posts and
news. By tapping into the
trends on Twitter, we will
communicate with our
audience in a way that will
flow with the platform and
capture their attention.
For example, this post
references a current
Twitter trend comparing
“me vs. you.”

13. INSTAGRAM
24
Open letter to Baskin-Robbins customers:
Dear Baskin-Robbins patrons,
We at Baskin-Robbins cannot thank you enough for the years of love and
support you have shown us. We have dedicated our lives to bringing you the
best ice cream in the world and it has been a labor of love since the beginning.
It’s our pleasure to see each and every person who enters a Baskin-Robbins
scoop shop leave with a satisfied smile on their face. That being said, in
recent months there has been a peculiarity spotted by employees in our stores
across the nation that has troubled some of our staff as well as our customers.
Ordinarily we would let management handle these issues at an individual level,
but it has grown to be such a common phenomenon that we feel as though we,
as a company, must address it with the country. Baskin-Robbins lovers, please
stop making out with your ice cream cones.
As much as we appreciate your patronage and unbridled enthusiasm for our
product, we are afraid that many of you have taken your enjoyment of our
ice cream to a level that others may, and often times do, find uncomfortable
to witness in a public setting. Baskin-Robbins has been and always will be
a place for ice cream lovers to express themselves and their love for frozen
dessert. However, need we remind you that we are living in a civilized society,
and not a complete free-for-all. There are ethical standards we must abide by
in our stores, and we must ask that guests in our shops please discontinue the
following acts while enjoying their ice cream: kissing, caressing, whispering
“sweet nothings”, prolonged licking, etc. We feel like this is not too much to
ask of our customers, and we thank you for understanding and cooperating
with these new guidelines. Baskin-Robbins will continue to supply you with all
of your favorite flavors. If your flavor love is so strong that you cannot control
yourself in our stores, please be reminded that you can always buy our ice
cream by the pint and enjoy it in the privacy of your own home.
Our sincerest thanks,
Nigel Travis
Chairman & CEO, Dunkin’ Brands
PRESS RELEASE PARODY
25
Open letter to Baskin-Robbins customers:
Dear Baskin-Robbins patrons,
We at Baskin-Robbins cannot thank you enough for the years
of love and support you have given us. We have dedicated our lives
to bringing you nothing but the best ice cream in the world, and it has
been a labor of love since the beginning. It’s our pleasure to see each
and every person who enters a Baskin-Robbins scoop shop leave
with a satisfied smile on their face. We also love to see each and every
person leave our scoop shop with ice cream smeared all over their
face.
We want to encourage all Baskin-goers to openly love their
ice cream. If you want to make out with your ice cream, go for it. Be
our guest. If you want to whisper “sweet nothings” to your ice cream,
whisper away. If you want to pet or caress your ice cream, knock
yourself out. We want every Baskin-Robbins shop to be a place
where love of all types, especially flavor love stories, is promoted and
accepted. We encourage all Baskin-Robbins lovers to show affection
for their ice cream in any way they know how. Our Baskin-Robbins
patrons never disappoint and I know you will continue to literally show
us the love. Happy licking and happy loving.
Our sincerest thanks,
Nigel Travis
Chairman & CEO, Dunkin’ Brands
PRESS RELEASE PARODY
25
As one of the most popular
social platforms for millennials,
Instagram offers an opportunity
to communicate with simple
aesthetics and short captions.
Millennials appreciate clever
brands that communicate to
them in a way that doesn’t
clutter their feeds. Our instagram
content will appear as sponsored
posts that are naturally integrated
to read like normal posts.

14. OUTDOOR
Although billboards are considered a more traditional
media vehicle, we believe they will still be effective in
reaching our target audience if used correctly. By using
tongue-in-cheek phrases like “love at first lick,” “let’s
spoon,” and “live, love, lick,” we will catch the attention
of drivers and hopefully get them to reconsider the
Baskin-Robbins brand with a new, fresh perspective. We
kept the design as simple as possible so it can be read,
processed, and enjoyed as quickly as possible.
26 27

15. FLAVOR SPEED-DATING
Millennials have a great interest in temporary experiences with a lasting impression.
This has lead to great success with businesses like Airbnb, as well as a huge
response from millennials with things like pop-up shops. Pop-up shops are just
as they sound: storefronts that only exist for a very limited amount of time. They
are currently a very hip trend in retail, and we want to capitalize on that trend in a
way that will showcase all of the delicious flavors that Baskin-Robbins has to offer
and present them within the context of our campaign theme. We want to organize
a free “speed dating” event that will let our target market sample a plethora of
Baskin-Robbins’ exciting flavors quickly as well as show them that Baskin-Robbins
is a relevant and viable option when it comes to frozen desserts. The event would
be organized in a similar fashion to speed dating events, where there are multiple
booths, each with their own specific flavor, and people would go from booth to
28 29
booth trying all of the flavors.
We would take pictures to
post on social media outlets,
as well as provide a geofilter
on Snapchat to increase
shareability. These speed
dating events would take
place across the country in
places like public parks and
college campuses. Our hope
with these events is that
millennials will find the flavor
of their dreams and recall
the brand when they find
themselves craving
that flavor again.
#FLAVOROFYOURDREAMS
#FLAVORFLING
#FLAVORCRUSH
POST YOUR FAVORITE FLAVOR
ON SNAPCHAT, FACEBOOK,
INSTAGRAM AND TWITTER!

16. RESULTS
QUIZ BUZZFEED
BuzzFeed is an internet media company whose website
has over 90 million unique visitors each month in the
United States. BuzzFeed specializes in branded content,
which is a more discrete and effective way of advertising
to millennials who do not generally appreciate blatant
sell tactics. BuzzFeed’s content is simple and shareable,
which is perfect for a millennial audience that enjoys
straightforward, concise, and engaging media. More than
70 percent of BuzzFeed’s traffic is from mobile devices,
which is overwhelmingly where millennials consume digital
media. We decided to take advantage of this platform by
creating our own quizzes and lists that could be taken and
shared, such as “What does your favorite ice cream flavor
say about your love life?” and “12 ice cream flavors you
didn’t know existed.” We used these to showcase unique
Baskin- Robbins flavors in a manner that is engaging and
fun rather than intrusive and annoying.
30 31

17. MEDIA OBJECTIVES
AND
32
Through our primary research, we were able to
identify the media outlets most used by millennials.
In order to effectively engage millennials in the
“Flavor of Your Dreams” campaign, we will
reach them where they are already active: digital
platforms. With the target market being between
ages 18 and 25, our primary means of advertising
will be social media. We have designated a large
portion of the budget towards mediums such
as Facebook, Instagram, Twitter, and Snapchat.
Targeted mass communication and shareability
are key. We love that we can reach a huge portion
of our target market easily and also give them the
opportunity to share the campaign themselves.
Through paid sponsored ads and boosted posts,
our campaign videos and posts will be shared
by millennials and in turn spark conversation and
interest in the brand. In addition, we will use the
online platform Snapchat because of its increased
use among millennials in the last 2 to 3 years. Our
strategy is to promote our speed-dating events
on Snapchat as well as create sponsored filters in
hopes of creating a more favorable view of Baskin-
Robbins. Facebook and Twitter have always been
a haven for millennials, but have increasingly
become more of a means of entertainment and
news, which perfectly fits our type of campaign.
Millennials are more willing to pay for online streaming
services than for cable TV. Therefore, we will focus on
online video ads featured on Hulu, Youtube, and other
online television streaming services.
Although billboards are considered a more traditional media
vehicle, we believe they would still be effective in reaching
our target audience if used correctly. By using tongue-in-
cheek phrases, we will catch the attention of drivers and
hopefully get them to reconsider the Baskin-Robbins brand
with a new, fresh perspective.
To further our campaign’s message, we will incorporate
promotional events that will enhance its success by directly
interacting with consumers and curate positive experiences
with the BR brand. Based off our focus group interactions,
millennials respond positively toward brands that offer
products for free. Millennials will have the opportunity to
actually try Baskin-Robbins’ flavors in an interactive, fun,
and rewarding experience at the “Flavor of Your Dreams”
speed-dating promotional events.
DIGITAL ONLINE TELEVISION STREAMING
OUTDOOR
PROMOTIONAL EVENTS
MEDIARATIONALE
BUDGET
$4 million on media
$1 million on production
$5 million total
Facebook: $800,000.00
Instagram: $700,000.00
Snapchat: $750,000.00
Twitter: $300,000.00
Youtube: $250,000.00
Hulu: $300,000.00 for 3 different events
Promotional events: $300,000.00
Outdoor: $600,000.00 for 20 different locations
Production: $1,000,000.00
MEDIA SCHEDULE
MAY JUNE JULY AUGUSTAPRIL
We believe the best advertising is done when the right message is delivered to the right person, at the
right time, in the right place. The media choices for our “Flavor of Your Dreams” campaign are crucial to
our strategy. We will use social media outlets, online streaming services, outdoor advertisements, and
promotional events to reach our target market and capture their attention. We believe our media plan will
be successful because our media choices are rooted in research and have been thoroughly planned.
To increase in-store
millennial purchases
by 20% annually
by the end of 2017
To increase awareness of
31 flavors by 40% among
millennials by the end
of the campaign
OUTDOOR
PROMO
EVENT
PRESS
RELEASE
OUTDOOR
PROMO
EVENT
PRESS
RELEASE

18. 34 35
Getting millennials’ attention means getting on their screens. Our decisions
to use online social platforms and branded content sites are perfect for
measuring and evaluating a campaign. Social platforms easily track reach
and engagement among consumers. The success of our communications
on social media outlets will be measured based on shares, likes,
comments, and views. This data combined will demonstrate overall reach
for our collective digital efforts on Facebook, Snapchat, Twitter, Instagram,
and Buzzfeed.
Tracking attendance at our pop-up speed dating events is an important
piece to our evaluation puzzle. We could track attendance and
participation through sign-ins at the event, or even ask participants to
“check-in” on Facebook. We can also measure engagement with the
brand at promotional events through use of the Snapchat filter and
the hashtags. Hashtags will also be found on social media posts and
billboards.
Lastly, tracking overall sales would be a great way to evaluate the success
of our campaign.v
We believe that the “Flavor of your Dreams” campaign combines both
digital and guerilla efforts, creating a campaign that is easily measurable.
Baskin-Robbins will be provided with updates on the reach of the
campaign throughout the media schedule as well as information regarding
engagement with the brand in the digital space to make adjustments
accordinly.
Evaluation

19. Which Social Media platforms are you using the most?
“Instagram, Snapchat, Twitter, Facebook”
How are you using Social Media?
“Stay on top of trends, news, entertainment”
What is your favorite Ice Cream brand and why?
“Ben & Jerry’s, I like that they get celebrities involved and incorporate pop culture into their flavors”
“Ben & Jerry’s, their flavors are fun”
“Honestly I like whichever is having a sale or a promotion that I can afford”
What comes to mind when you think of Baskin-Robbins?
• Dunkin’ Donuts
• The logo is kind of old
• Indifference
• Stores are hard to find
• Pink & blue
• Traditional
• Going for ice cream with my grandparents
• Generic flavors
What would make you go to a Baskin-Robbins store?
• A flavor that I really liked
• Some incentive, like a sale
• A new crazy flavor
How do you feel about sponsored content on social media?
“I scroll past it unless it’s funny or interesting.”
“I am more likely to share if it’s funny or entertaining.”
As millennials, what would you like to see in the Flavor of Your Dreams campaign?
• Same-sex love story
• An animated Snapchat filter
APPENDIX
FOCUS GROUP HIGHLIGHTS
ONLINE SURVEY DATA
36 37

20. APPENDIX
ONLINE SURVEY DATA
CONTINUED
38 39