In 2023, I had the opportunity to intern at Sarco Corps in San Juan, Puerto Rico, where I worked on the marketing team for quick-service restaurants, Church’s, and Baskin-Robbins.
Baskin-Robbins Olympic Campaign
I developed campaign concepts and presentation decks during my time at Sarco. Under my supervisor's guidance, we developed the campaign concept "Siempre eres un ganador"— you are always a winner.
The focus included digital activation, partnership promotions with local influencers, and a temporary "Victory dance challenge" featuring a promotional ice cream, running during the 2024 Olympics, to get customers excited about the brand and the summer event. KPI's were measured by tracking social media following, interactions with posts and influencers, and restaurant sales.
Research
Qualitative user research used a 10-question questionnaire and reached 41 people
Ages 18- 75
Although I am not allowed to share the questionnaire answers, users were asked to share one word that reminds them of Baskin- Robbins
KPI’s
KPI's were measured by tracking
Social media following
Post and influencer interaction
Restaurant sales during the events
Objectives
Maximize the commitment and support for the athletes
Communicate the events to Puerto Rico through mass media
Reach the audience’s understanding of COPUR and Baskin-Robbins
Campaign
At Baskin-Robbins, you are always a winner.
In-store advertisement
Special will be available during the Olympic cycle
Customers would have the opportunity to purchase a gold-medal-themed Sunday
Customers could post their ice cream with the hashtag
#siempreganandoconBR
#victorycupchallenge
