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Krispy Kreme Uses Social Media in Its Comeback
By: Jessica Cherok
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Let’s face it — Krispy Kreme is just gosh darn delicious. For years the company’s sales steadily decreased; that is, until they started using social media to their advantage.

For one, Krispy Kreme basically oversaturated itself with consumers. Their stores were everywhere; they were sold in grocery stores as well. Add to that stiff competition like Dunkin’ Donuts, and Krispy Kreme found itself in trouble. So much trouble, in fact, that by 2009, the company had been closing stores around the country.

But currently Krispy Kreme is experiencing a remarkable upswing. They’re getting back to what customers love about them — hot, delicious donuts. With new factory-style stores, and less of a presence in retailers other than themselves, sales for the company have grown.

As sales improved, so did Krispy Kreme’s marketing strategy. They chose to spend little on marketing, instead relying on word of mouth via social media. They’ve increased their social media activities, including giveaways, promotions, and other customer interactions.

Currently, the company has over 96k followers on Twitter. While still not anywhere near the 515k followers for Dunkin’ Donuts, it’s still an impressive number. One that’s sure to rise as long as Krispy Kreme keeps doing what it does best — making fabulous donuts.

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About the Author
Jessica Cherok is an advocate for online privacy, campaigning for ethical data practices and the protection of personal privacy.
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