Raghav Ravichandar of Baskin Robins offers an understanding of the model’s digital-first technique, created to work together with the youth and Gen Z.
In dialog with Social Samosa, Raghav Ravichandar, GM Marketing, Baskin Robbins shares how social media, influencer marketing, and Web 3 have been presenting newer avenues to work together with the youthful sect of the viewers.
How would you outline your total marketing technique? In what methods does it differ within the off-season?
Ice cream is an indulgence-led class, and Baskin Robbins is a extremely indulgent model, so our marketing technique is crafted retaining that in thoughts. We historically have two giant thematic campaigns throughout the summer season and winter seasons the place we launch our new vary of thrilling desserts for our customers.
What sort of a task does digital and social media marketing play for Baskin Robbins?
While the Baskin Robbins parlour expertise stays our flagship branding and distribution channel, we’re repeatedly investing in digital and social media marketing as key channels (Facebook/Instagram/BR D2C web site/aggregator channels) to speak with our customers.
Considering that our viewers is essentially made up of millennials and Gen Z who’ve adopted a digital-first life-style – be it for leisure and staying related with issues they love, we go the place they’re.
Instagram, for example, is a really visible medium and that helps us emphasize and promote the drool enchantment of our vary by way of quick format video content material and visually participating content material. Being a two-manner interactive medium between the model and the patron offers us speedy suggestions which helps us modify our campaigns on the fly.
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How a lot per cent of your complete marketing budget is reserved for digital?
We spend roughly 60% of our total marketing budget on digital platforms and social media initiatives.
How would you describe the relative significance of every Social Media Platform for the model from Top to Bottom of the Funnel?
Social media platforms equivalent to Facebook/Instagram and YouTube are largely used for high funnel marketing – for consciousness and attain that are largely the important thing metrics that we observe and consider.
Our D2C web site which went reside this quarter is a center and backside funnel channel that buyers can even go to get unique gives.
We additionally use Google Search and show and different backside-funnel mediums to seize the ‘impulsiveness’ that’s so carefully linked with ice cream. We discover a number of affiliate networks equivalent to InShorts, Glance, and Hotstar to experiment and perceive which channel combine is working optimally for us.
Please take us by way of your content material technique.
Baskin Robbins stands for spreading happiness – whether or not that’s by way of our merchandise or by way of our communication. Our content material technique can also be primarily based on the identical thought, and all our social media and digital campaigns are tailor-made to determine the relevancy of our merchandise in our customers’ lives.
Additionally, our customers love to have interaction with the model, and we try to maintain that up by way of numerous interactive social media initiatives.
It is a combination of product and model communication and being half of popular culture customers have an interest and invested in.
What are your ideas on influencer marketing? Does the model have any plans on leveraging it for higher engagement?
With an increasing number of millennial and Gen Z customers, we imagine that influencer marketing is essential. Influencers have the facility to extend model consciousness, and their endorsements of your model show you how to attain a big viewers without delay and assist educate customers concerning the product.
Influencer marketing helps manufacturers lower by way of all of the noise on social platforms and entice direct consideration to their merchandise. We interact in so much of influencer marketing for Baskin Robbins- we’ve a number of life-style, magnificence, and meals influencers who assist us promote our merchandise by way of endorsements, suggestions, movies/reels, and so forth.
What have been some of the patron behavioural traits seen off late? How is the model catering to the identical?
When it involves indulgence normally and dessert particularly, we’ve seen that buyers have a tendency to buy extra on particular occasions- festive or in any other case. Keeping that in thoughts, we’re now introducing desserts meant particularly for the festive season. We additionally focus on innovation of new flavours and merchandise, because the Indian palate can also be evolving quickly, because of journey and publicity to world cuisines and meals traits.
Given that an increasing number of customers are youthful, they’re digital-first, and prioritize comfort over every part else- our aggregator gross sales have elevated considerably. So, we try to be the place they’re, and have even began our personal web site to offer them a problem-free, handy supply expertise.
Another development we’ve noticed is that buyers need selection on the subject of their dessert- it’s not about having ‘simply ice cream’. They additionally care concerning the high quality of their desserts, which is why they select manufacturers like ours. With that in thoughts, Baskin Robbins has expanded into extra product classes as well- we’ve launched indulgent sundaes in addition to drinks, and ice cream truffles. We need our customers to know that Baskin Robbins is the final word dessert vacation spot, the place there’s one thing for everybody!
What is your take on Web3 and Metaverse as the long run of marketing? What’s the model’s method to adapt to this new actuality?
Web3 and the Metaverse are thrilling alternatives for manufacturers to create a digital ecosystem on the web which blurs the boundary between the bodily and digital house.
Baskin Robbins has so much of thrilling stuff lined up for the approaching yr. We’re launching a number of new merchandise in addition to classes, particularly created retaining the festive season and the Indian palate in thoughts. Additionally, we shall be exploring enjoyable collaborations with different manufacturers in addition to launching our 750th parlour. We’re additionally focusing on introducing merchandise that cater to a bigger shopper set, equivalent to our vegan customers.