{"id":385,"date":"2017-10-09T03:56:48","date_gmt":"2017-10-09T03:56:48","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=385"},"modified":"2024-01-10T06:30:01","modified_gmt":"2024-01-10T06:30:01","slug":"krispy-kremes-pre-launch-campaign","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/","title":{"rendered":"Krispy Kreme\u2019s Pre-Launch Campaign"},"content":{"rendered":"<h5 class=\"entry-title\"><strong>A PR Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta\u00a0Doughnut<\/strong><\/h5>\n<p><!--more--><\/p>\n<p><strong>About:<\/strong><\/p>\n<p>Krispy Kreme came up with a mouthwatering recipe, the\u00a0limited edition Nutty Chocolatta. It was filled with Nutella, dipped in rich chocolate icing decorated with a white chocolate swirl and caramelized hazelnuts. It was priced at \u00a32 and available at all the UK Krispy Kreme stores and cabinets from Friday, May 27, 2016 \u2013 Sunday, September 04, 2016.<\/p>\n<p><strong>Challenge:<\/strong><\/p>\n<p>Use the news of the Nutella partnership to cause frenzy, drive sales, and create an emotional connection to the new Nutty Chocolatta doughnut.<\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284\" alt=\"abc\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" \/><noscript><img decoding=\"async\" src=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284\" alt=\"abc\" \/><\/noscript><\/p>\n<p><strong>Strategy:<\/strong><\/p>\n<p>An integrated campaign designed to announce the new Nutty Chocolatta doughnut and give consumers a sneak preview of the product before it went officially on sale.<\/p>\n<ol>\n<li><strong>Leaked email to announce new Nutella filled doughnut<\/strong>.<\/li>\n<li>Media Teaser<\/li>\n<li>The \u2018ATM\u2019 that dispenses Nutella-filled Krispy Kreme Doughnuts (Hole in the Wall).<\/li>\n<\/ol>\n<p><strong>Tactics:<\/strong><\/p>\n<ol>\n<li><strong>Leaked email to announce new Nutella filled doughnut<\/strong>:<\/li>\n<\/ol>\n<ul>\n<li>Harnessing the power of FOKK to spread the news of the iconic partnership, they \u2018accidentally\u2019 leaked the news via a memo \u2018intended for\u2019 store managers\u2019 from Krispy Kreme\u2019s CMO Judith Denby and recalled it 45 minutes later.<\/li>\n<\/ul>\n<p><img decoding=\"async\" data-src=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc3.jpg?w=455&amp;h=759\" alt=\"abc3\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" \/><noscript><img decoding=\"async\" src=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc3.jpg?w=455&amp;h=759\" alt=\"abc3\" \/><\/noscript><\/p>\n<ol start=\"2\">\n<li><strong>Top Secret Media Drops:<\/strong><\/li>\n<\/ol>\n<ul>\n<li>To drive curiosity around the Hole In The Wall, they conducted secret media and influencer drops, delivering Krispy Kreme branded Nutella jars just days before the launch.<\/li>\n<li>Visited 15 media with a Top Secret suitcase with a Nutella jar and a unique code enclosed for the journalist to use at the pop-up.<\/li>\n<\/ul>\n<ol start=\"3\">\n<li><strong>Hole in the Wall:<\/strong><\/li>\n<\/ol>\n<ul>\n<li>Krispy Kreme introduced \u2018Hole in the Wall\u2019, a pop-up that offered The Hole in the Wall popped up in Krispy Kreme\u2019s London, Holborn store on Monday 9 May and fans had a chance to sample the doughnut before it went on sale around the country.<\/li>\n<li>The experience costed \u00a32 and all profits went to Krispy Kreme\u2019s supported charity, Teenage Cancer Trust.<\/li>\n<li>Created a teaser animation of the Hole in the Wall concept to fuel further desire among fans.<\/li>\n<\/ul>\n<p><img decoding=\"async\" data-src=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc1.jpg?w=662\" alt=\"abc1\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" \/><noscript><img decoding=\"async\" src=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc1.jpg?w=662\" alt=\"abc1\" \/><\/noscript><\/p>\n<p><strong>Timeline:<\/strong><\/p>\n<p>May 6, 2016: CMO leaked email<\/p>\n<p>May 9-21, 2016: Hole in the Wall<\/p>\n<p>May 27, 2016: Launched Nutella filled Doughnut<\/p>\n<p><strong>Results:<\/strong><\/p>\n<p><strong>Leaked email:<\/strong><\/p>\n<ul>\n<li>237 organic tweets per hour were published throughout the day<\/li>\n<li>16 pieces of organic coverage appeared across all major news networks, including Buzzfeed, The Sun Online, The Mirror Online, AOL, The Daily Telegraph.<\/li>\n<li>Dunkin\u2019 Donuts UK tweeted about the Nutty Chocolatta doughnut saying \u2018Sounds amazing! Definitely going on the wish list\u2019<\/li>\n<\/ul>\n<p><strong>Hole in the Wall:<\/strong><\/p>\n<ul>\n<li>Generated a staggering 157 print and online articles in 14 days, resulting in a combined reach of 61,853,459!<\/li>\n<li>66 organic social media posts generated via media and influencers resulting in a combined reach of 13,534,771.<\/li>\n<li>People came from all across the UK to take part in the Hole in the Wall.<\/li>\n<li>6,904 Nutty Chocolatta Doughnuts were sold. That\u2019s 1 doughnut sold every 1 min 40 seconds during opening times.<\/li>\n<li>4,791 Sales transactions.<\/li>\n<li>1,734 Number of unique codes claimed.<\/li>\n<li>3,013 customers visited 13 days<\/li>\n<\/ul>\n<p>References:<\/p>\n<p><a href=\"http:\/\/mix.krispykreme.com\/orchard\/Media\/Default\/pdf\/Nutty%20Chocolatta%20-%20June%20FINAL.pdf\">http:\/\/mix.krispykreme.com\/orchard\/Media\/Default\/pdf\/Nutty%20Chocolatta%20-%20June%20FINAL.pdf<\/a><\/p>\n<p><strong>-Prerna Porwal<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft lazyload\" title=\"prerna porwal - class of 2017 post graduate in public relations and corporate communications from india's top institute of public relations and mass communications \" data-src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/08\/Prerna-245x300.jpg\" alt=\"prerna porwal - class of 2017 post graduate in public relations and corporate communications from india's top institute of public relations and mass communications \" width=\"245\" height=\"300\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 245px; --smush-placeholder-aspect-ratio: 245\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" title=\"prerna porwal - class of 2017 post graduate in public relations and corporate communications from india's top institute of public relations and mass communications \" src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/08\/Prerna-245x300.jpg\" alt=\"prerna porwal - class of 2017 post graduate in public relations and corporate communications from india's top institute of public relations and mass communications \" width=\"245\" height=\"300\" \/><\/noscript>Prerna is a Post Graduate in Public Relations from School of COmmunications &amp; REputation (SCoRe), <a href=\"http:\/\/scoreindia.org\/blog\/a-letter-to-class-of-2017-pr-school-score\/\">#ClassOf2017<\/a>. She is currently completing her internship at\u00a0<a href=\"http:\/\/www.adfactorspr.com\/\">Adfactors PR<\/a>, one of India\u2019s leading Public Relations firms. A firm believer in perfection, Prerna has completed her MBA in Entrepreneurship from Institute of Management,\u00a0Nirma University. She has gained abundant knowledge and expertise in playing managerial roles. Understanding as well as communicating effectively with an audience is one of her core strengths.<\/p>\n<p>She can be reached\u00a0<a href=\"https:\/\/twitter.com\/porwal_prerna\">@Porwal_Prerna<\/a>\u00a0on Twitter and as\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/prerna-porwal-42043412a\/\">Prerna Porwal<\/a>\u00a0on LinkedIn.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[233],"tags":[],"class_list":["post-385","post","type-post","status-publish","format-standard","hentry","category-public-relations-campaigns"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Krispy Kreme\u2019s Pre-Launch Campaign - Public Relations Case Study<\/title>\n<meta name=\"description\" content=\"A Public Relations Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta Doughnut About: Krispy Kreme came up with a mouthwatering recipe\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Krispy Kreme\u2019s Pre-Launch Campaign - Public Relations Case Study\" \/>\n<meta property=\"og:description\" content=\"A Public Relations Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta Doughnut About: Krispy Kreme came up with a mouthwatering recipe\" \/>\n<meta property=\"og:url\" content=\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Public Relations Courses\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-09T03:56:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-10T06:30:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284\" \/>\n<meta name=\"author\" content=\"SCoRe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@scoreind\" \/>\n<meta name=\"twitter:site\" content=\"@scoreind\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"SCoRe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/\",\"url\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/\",\"name\":\"Krispy Kreme\u2019s Pre-Launch Campaign - Public Relations Case Study\",\"isPartOf\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284\",\"datePublished\":\"2017-10-09T03:56:48+00:00\",\"dateModified\":\"2024-01-10T06:30:01+00:00\",\"author\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370\"},\"description\":\"A Public Relations Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta Doughnut About: Krispy Kreme came up with a mouthwatering recipe\",\"breadcrumb\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#primaryimage\",\"url\":\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284\",\"contentUrl\":\"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/scoreindia.org\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Krispy Kreme\u2019s Pre-Launch Campaign\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#website\",\"url\":\"https:\/\/scoreindia.org\/blog\/\",\"name\":\"Public Relations Courses\",\"description\":\"Public Relations Blog, Media &amp; Mass Communications Institute in Mumbai\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/scoreindia.org\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370\",\"name\":\"SCoRe\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g\",\"caption\":\"SCoRe\"},\"url\":\"https:\/\/scoreindia.org\/blog\/author\/twisha\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Krispy Kreme\u2019s Pre-Launch Campaign - Public Relations Case Study","description":"A Public Relations Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta Doughnut About: Krispy Kreme came up with a mouthwatering recipe","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/","og_locale":"en_GB","og_type":"article","og_title":"Krispy Kreme\u2019s Pre-Launch Campaign - Public Relations Case Study","og_description":"A Public Relations Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta Doughnut About: Krispy Kreme came up with a mouthwatering recipe","og_url":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/","og_site_name":"Public Relations Courses","article_published_time":"2017-10-09T03:56:48+00:00","article_modified_time":"2024-01-10T06:30:01+00:00","og_image":[{"url":"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284"}],"author":"SCoRe","twitter_card":"summary_large_image","twitter_creator":"@scoreind","twitter_site":"@scoreind","twitter_misc":{"Written by":"SCoRe","Estimated reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/","url":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/","name":"Krispy Kreme\u2019s Pre-Launch Campaign - Public Relations Case Study","isPartOf":{"@id":"https:\/\/scoreindia.org\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#primaryimage"},"image":{"@id":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284","datePublished":"2017-10-09T03:56:48+00:00","dateModified":"2024-01-10T06:30:01+00:00","author":{"@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370"},"description":"A Public Relations Case Study on Krispy Kreme\u2019s Pre-Launch Campaign for Nutty Chocolatta Doughnut About: Krispy Kreme came up with a mouthwatering recipe","breadcrumb":{"@id":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#primaryimage","url":"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284","contentUrl":"https:\/\/seaofinspirationblog.files.wordpress.com\/2017\/03\/abc.jpg?w=378&amp;h=284"},{"@type":"BreadcrumbList","@id":"https:\/\/scoreindia.org\/blog\/krispy-kremes-pre-launch-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/scoreindia.org\/blog\/"},{"@type":"ListItem","position":2,"name":"Krispy Kreme\u2019s Pre-Launch Campaign"}]},{"@type":"WebSite","@id":"https:\/\/scoreindia.org\/blog\/#website","url":"https:\/\/scoreindia.org\/blog\/","name":"Public Relations Courses","description":"Public Relations Blog, Media &amp; Mass Communications Institute in Mumbai","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/scoreindia.org\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370","name":"SCoRe","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g","caption":"SCoRe"},"url":"https:\/\/scoreindia.org\/blog\/author\/twisha\/"}]}},"_links":{"self":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/385"}],"collection":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/comments?post=385"}],"version-history":[{"count":0,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/385\/revisions"}],"wp:attachment":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/media?parent=385"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/categories?post=385"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/tags?post=385"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}