Paid social campaign drives 33% increase in loyalty member revenue for Dunkin' Donuts

The Challenge

Dunkin' Donuts wanted to build awareness for its DD Perks loyalty programme, encouraging greater activity from existing members while growing new member acquisition to its database.

The Solution

We designed an integrated campaign across social and in-store, anchored by a simple offer: a free coffee with every donut purchase for both new and existing DD Perks members.

On social, we used a multi-pronged, micro-targeted approach to drive maximum efficiency from each audience group. For existing members, we built Custom Audiences from current DD Perks members and targeted them on Facebook with the offer. To reach prospective members, we built Facebook Lookalike Audiences matching the demographic and psychographic profile of existing members, combined with people living within 3km of a Dunkin' Donuts store, and targeted them with the same offer.

The Result

The campaign delivered a 4x increase in member acquisition and a 10% increase in total database members. Member purchases rose 46%, and unique member purchases rose 60%. Together, these results drove a 33% increase in revenue from DD Perks members, on a 6x return on ad spend.