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84 — Elon Journal of Undergraduate Research in Communications, Vol. 6, No. 2 • Fall 2015 identity with a distinct pink and orange logo (Champagne & Iezzi, 2014). Dunkin’ Donuts’ communication strategy is heavily focused on the consumers and fans of the brand, encouraging them to tell stories and interact with the brand on social media. This was shown in past campaigns, including the 2013 #mydunkin social media campaign, which encouraged fans to share Dunkin’ Donuts moments, with some fans even featured in advertisements. The brand pushes to connect with consumers on social media is an attempt to connect with fans who heavily rely on mobile devices (Kats, 2013). In a 2012 Adweek article, Kevin Vine, Dunkin’ Donuts interactive marketing manager, was quoted as discussing the company’s overall social media strategy: Our social media strategy is aimed at growing and maintaining a highly engaged global community of Dunkin’ Donuts fans. We work to consistently provide meaningful content and promote a two- way dialogue between the brand and our passionate fans. We’re a fun brand, and our guests who rely on us for coffee and donuts expect a little fun from us by making Dunkin’ Donuts part of their daily lives, either through status updates with pictures or questions or with fun challenges and sweepstakes tied to our marketing calendar initiatives (Sohn, 2012). The social media campaign leveraged opportunities for fans to engage through sweepstakes, contests, holiday occasions, and more (Kats, 2013). For example, during Halloween 2012, Dunkin’ Donuts Instagram account hosted a content for fans to decorate their cups and post them on Instagram using the hashtag #DresseDD, with the five best cups winning $100 gift cards (Stampler, 2012). Many similar contests took place on Instagram to engage consumers and get them interacting in the user-generated content process. Vine was quoted as saying: On . . . Instagram, we’re creating and sharing content based on how Dunkin’ Donuts fans are already engaging with the brand on these channels as our way of celebrating what makes them special and keeps them running. We also want to surprise and delight them with unique Dunkin’ Donuts content through special images and boards dedicated to what’s going on in our office, or by sharing special, one-of-a-kind donuts at our restaurants around the world (Sohn, 2012). Dunkin’ Donuts Instagram strategy is designed not only to engage fans, but also to provide content they are generally interested in through unique, joyful, and fun content. Based on the literature review, one research question was asked for this paper: How does Dunkin’ Donuts use Instagram to brand itself, especially using framing theory? III. Methods To gather a systematic sample of posts from the Dunkin’ Donuts’ Instagram account, the author chose a time frame of one year, from April 2014 to March 2015 and selected one post from each month of the year. The first post from the first sample month of April 2014 was selected, followed by the second post from the second sample month of May 2014, and so on. This process produced 12 posts when the 12th photo was selected for the 12th sample month of March 2015. Instagram posts were divided into the categories of textual elements of captions and visual elements of pictures and videos. The former is composed of hashtags, brand name, product name, a call to action, and season or holiday. The captions were analyzed to see whether they were positively or negatively framed. Visual analysis looked at several categories, such as type of visual, name, logo, color, products, season or holiday, emotional appeal, food, people, activity, and fun/friendly imagery. IV. Findings The author first described two posts as an example below and further analyzed all 12 posts later. The post below from May 2014 is 1 of the 12 sampled posts (Refer to Figure 4). The caption beside the image mentions the holiday Cinco de Mayo, a call-to-action verb with “Start your fiesta” as well as the Dunkin’ Donuts brand name in “DDs.” A Coolatta is a Dunkin’ Donuts product name and its price is featured.PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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