Dunkin Donuts

As a part of a project for my Introduction to Brand Communication course, I built an innovative and Gen-Z facing summer-time campaign for Dunkin.

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The project began with researching the typical customer-base of Dunkin and how we can best reach the different demographics and their needs.
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While crafting a large scale campaign, it is vital to consider and apply the brand values to each step. A campaign that strays from the priorities of the brand will seem disjointed, unauthentic, and will fail to connect with audiences.
As a first branch for the campaign, I focused on an influencer-marketing approach to a social media activation featuring Alix Earle. As a popular influencer with her main following being found on TikTok, her endorsement of Dunkin through a natural in
As a second branch of the campaign, I remained focus on the influencer-marketing sphere of brand communication. Sabrina Carpenter had recently come out with her hit single, 'Espresso', so Dunkin being able to capitalize off of such a recognizable son
Overall, to reach a wider audience, diversifying on multiple platforms is vital. By employing different strategies on Apple Music & other streaming platforms, TikTok & other short-form content apps, and Snapchat & other communication reliant apps, Du
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