Mad Over Donuts celebrated World Donut Day on 14th June 2019. The popular annual celebration reinforced its customer-centric approach to growth. To commemorate the occasion, Mad Over Donuts offered its entire range of donuts at an unbelievable price of Rs. 40/-.
Year after year, the Brand works towards creating an innovative, fun and rewarding World Donut Day campaign for its patrons. This year’s celebration saw an astounding of sale of donuts across categories a single day. Mad Over Donuts, running this campaign since 2008, considers it as one of its key engagement initiatives of the year. Consistent and successful implementation of customer friendly programs such as these have been instrumental in the brand’s unmatched success.
Mad Over Donuts’ advertising and marketing strategy this year revolved around implementing this massive campaign in across 4 cities. Various consumer engagement programs and marketing initiatives on PR, Social Media, Print and Online were thoughtfully designed and perfectly executed. It helped generate a huge buzz around the World Donut Day campaign by creating intrigue and enthusiasm. Multiple posts and videos via different social media platforms such as Facebook, Instagram, YouTube, and Twitter were tactfully run alongside offline platforms such as radio channels (playing radio jingles) and print. Ads on Zomato helped generate more awareness, boosted sales and took the campaign wider and deeper.
Apart from the routine on ground activities like store VM, standees, tent cards, SMSs, emailers, tray liners for mall stores and cross promotions, the brand also displayed the Donut Day message on their in-store screens, Mall LCDs, and mall social media pages.
The PR strategy included partnerships with food journalists, food & lifestyle influencers, celebrities and food connoisseurs to leverage more visibility. On social media, Instagram was undoubtedly the top performing platform. The ‘Emoji Activity’ where we asked the followers to “Reply with a Gif” and “Ask us anything” on Instagram as engagement activities helped us build the buzz.. There were 13k+ profile visits on the Instagram page from 8th – 14th July. YouTube unskippable ad helped them in garnering a whopping 7 lac impressions. Twitter performed extremely well too, with more hike in retweets per day from 8th-14th July.
In entirety, the campaign received an overwhelming response from audiences with over 3,60,000 people being targeted on Facebook and over 65,000 people responding to the campaign. Instagram alone reached out to over 8,00,000 people, leading to over 1,50,000 people engaging real time on posts & stories. YouTube garnered views from over 12,000 audiences alone. The cumulative campaign success resulted in the outstanding sales of donuts catering to over 25,000 people on a single day. All outlets saw serpentine queues of enthusiastic gourmands outside its door.
Overwhelmed by the response received, Tarak Bhattacharya, COO, Mad Over Donuts, said, “We are delighted by the response we have received yet again this year on World Donut Day. We’d like to sincerely thank all our patrons for their love. We offered our variety of donuts at less than half the price on World Donut Day with the idea of spreading joy and happiness – the qualities that our brand is deeply associated with and creating memories that will be cherished for long. World Donut Day has become a festival that we look forward to each year. It’s more than just a campaign for us. We take this as an opportunity to engage with our customers and show them that we value their patronage.”
The World Donut Day campaign by Mad Over Donuts has touched over 20,000 patrons through the 58 outlets of the brand across 4 cities. It is one of its biggest customer engagement programs that the industry has ever witnessed. The proprietary campaign successfully created a thriving environment for donut lovers to meet, mingle and celebrate.