Their green boxes have probably caught your eye around town, but as we all know, it’s what’s inside that counts… and what’s inside is pretty damn great. The Doughnut Time signature doughnuts are handmade using only the finest ingredients with a whole lot of love. Alongside the classics, their menu is constantly evolving to include new options that are inspired by popular and delicious trends.
Here's how it went down
Over the Halloween period, Doughnut Time’s primary goal was to drive an increase in brand awareness and revenue by leveraging a commercial holiday. With the aim of increasing brand awareness and showcasing a fun nature, TwentyTwo responded to this brief by designing custom Halloween themed doughnuts, constructing and executing a strong content plan and implementing a spooky giveaway.
On Saturday 31st October, the Doughnut Time team underwent a makeover with a special effects makeup artist that turned them into Ghoulish Girls. Two of the team members contributed by walking in high-traffic areas providing samples of gelato and encouraging customers to purchase. Additionally, the team encouraged customers to take a snap with the Ghoulish Girls to go in the draw to win, one of two, Treat Me Boxes.
This style of campaign is one of many that TwentyTwo executes for brands.
While not all metrics are entirely measurable, it is content and events like this that encourage positive brand perception and drive an increase in foot traffic to brick-and-mortar stores.
By leveraging paid media around the Halloween event, our team was thrilled with the level of in-store and digital engagement achieved over the campaign period.