So how does the Forth Way work in the real world? Here’s how. Take a look at what we do and see how we make a real difference to our clients’ businesses.
Krispy Kreme is an iconic global brand, loved by everyone from the Simpsons to Sarah Jessica Parker.
Since launching its first UK store in 2003, it has grown to 53 stores and 550 Tesco cabinets throughout England and Wales. Here at MC2, we’ve helped Krispy Kreme throughout this journey. But Scotland was a different story. The brand had no footprint and no resonance north of the border. The deep-fried Mars bar had more sales than doughnuts. Krispy Kreme was determined to change this.
In 2012, the business secured its first Scottish site to create a ‘hotlight’ store in West Edinburgh. This store would be able to supply a roll-out of outlets within a 50 mile radius. Opening day was set for 13 February 2013. Our brief was simple. Create such a buzz around the opening that an entire city would stop and take notice. Oh, and the budget was less than £40,000.
The Scottish people aren’t precious and they certainly aren’t tight. We knew that given a push, the ‘person on the street’ would demand something a bit more than a cupcake for their occasional treat and be happy to be the ‘office hero’ who walks in with the Krispy Kreme dozen box.
This had to be a social campaign. And it had to be earned - share of voice - rather than bought. Our strategy was about showing the Scottish population what they could have - then creating channels that let them demand that they get what they want!
Firstly, the store location wasn’t visible (on a business park outside the city). So we had to take Krispy Kreme to the people.
The integrated campaign started with guerrilla sampling. These were trailed on social media only. We’d let people know where and when the doughnuts would be given out and the sampling would be brief but plentiful. The social channels built up a huge following as people tried to influence drop locations.
A partnership with Radio Forth was set up, which included activity such as on air mentions, competitions and online editorial, in the lead up to the store opening. We also secured a feature page in Edinburgh’s main paper, The Evening News, showcasing milestones such as the first Scottish doughnut, the first employee and a VIP party attended by the Lord Provost, key influencers around town and local businesses. All of this created spreadable content for the social channels which were by now gaining a life of their own.
Having created a buzz, on 13th February 2013, Edinburgh got what it wanted. But even we hadn’t understood quite how large this demand had become.
When it came, the Edinburgh opening achieved the highest sales record of any UK store opening in Krispy Kreme history.
The city was brought to a stand still. This gained UK wide coverage. And as the word spread, the queues grew. Eventually the drive-through queue had backed up onto the nearby City Bypass, with Police brought in to manage traffic. The ‘traffic chaos’ story went national, across tabloids and broadsheets alike, including the Daily Mail, Daily Express and The Guardian.
At 7am on 13 February another record was smashed. More than 400 people had turned out to queue for the opening. One camped since 10am the day before. Many arrived at various times throughout the previous evening. We gained 92 pieces of coverage across national, regional and online press, 34 national pieces of coverage in both English and Scottish issues. And a total reach of 463,098,906. Very tasty indeed.