Dunkin’ drives in-store purchases for their new espresso line.
Dunkin’ aimed to drive awareness and in-store purchases for their new line of espresso beverages, while simultaneously producing great content for repurposing.
Heartbeat selected a highly targeted group of coffee-loving Ambassadors to create word-of-mouth endorsements across the United States. Each Ambassador was required to purchase a Dunkin’ espresso beverage in-store and try it out for themselves, which made for great content and authentic recommendations to their friends and followers.
Heartbeat mobilized over 300 ambassadors in a one-week period to try the new espresso drinks and post about their experience. Dunkin’ saw a major lift in awareness for their espresso line, proving that Heartbeat ambassadors can effectively spread the word about new products by trying them first-hand. The content aligned with Dunkin’s overall branding and marketing goals, and they were able to repurpose the content on social ads and other marketing initiatives.
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Starting off my FriYAY with the new @dunkin Espresso drink - the Mocha Latte!☕️ Super rich & creamy 😋 Donut 🍩 forget to grab a blueberry glaze!