STELLA DORO DUNK YOUR DORO
How do you take a small northeast brand from 257 Facebook fans to over 50,000, and lift sales more than 10% year-over-year?
Well you start by tracking down a well-known and loved television personality, and listen for perceptions, and insights. In our search we found NBC’s Dylan Dreyer, who has loved Stella D’oro since childhood, and often comments on the brand regularly both on television and social media.
“I’ve worked early mornings for almost 6 years in Boston and for me it’s all about routine. I eat a Stella D’oro breakfast treat every morning dunked in coffee (and have eaten one every day since the 5th grade!)”
Through these insights and with research, we found that the majority of Stella D’oro consumers (over 45%) enjoy the brand in the morning with coffee, and many have taken to dunking them in their daily cup of Joe.
Armed with these insights, we crafted a campaign that captured the heritage, and personality of the Stella D’oro brand, while celebrating the individuality of the consumers and loyalists.
The Dunk your D’oro campaign started in retail. Leveraging small neighborhood corner shops, and a retail display, we invited consumers to pick-up their favorite Stella D’oro cookie, grab some coffee, and share with us their favorite way to dunk their D’oros on Facebook. We built a Facebook app that allowed consumers to share their dunks, name them, and register for a family trip to Italy… all expenses paid.
During our campaign we thought we would reward our inspiration. We sent Dylan a few boxes of her favorite cookies, along with a new flavor, A Stella D’oro coffee mug and a custom one of a kind rain coat (she is the weather girl after all). Little did we know that act of kindness would have its own reward. Unsolicited mentions by Dylan on both Twitter and Facebook helped spiral this campaign to a lift of over 14,000% in the brand’s Facebook fan base.