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Instagram and Branding: A Case Study of Dunkin’ Donuts by Kally A. Lavoie — 87 Figure 6. Two types of logo Dunkin’ Donuts product images were also largely featured on Instagram: Dunkin’ Donuts coffee (six times), donuts and pastries (twice), and both coffee and donuts (twice). Prominently featured products were the Dunkin’ Donuts Coolatta, iced coffee, and the Dunkin’ Donuts line of pumpkin flavored beverages, such as the Latte Pumpkin Crème Brule, Iced Latte Pumpkin Mocha and a pumpkin muffin. Next, the Instagram posts were analyzed using the classification system that was produced by Hu, Manikonda, and Kambhampati (2014), which consists of friends, food, gadget, captioned photo, pet, activity, selfie, and fashion. Among them, Dunkin’ Donuts mainly utilized people, food, and activity. Pictures of people occurred in six posts, but only two posts showed a person’s face, with the rest showing hands or the person holding the Dunkin’ Donut’s products in front of their torso. Only one post did not show an image of food, but instead an image of President Abraham Lincoln and President George Washington made out of coffee beans. Three images showed activities of biking, swimming, and baking. Biking was implied through the image of an iced coffee in the cup holder on a bike, and swimming was implied through an iced coffee next to a pool and a towel. Next, three pictures featured an emotional appeal. The first image focused on the fear or anxiety associated with not having a donut from Dunkin’ Donuts. This was in the form of a prank video, featuring a frustrated and annoyed victim. The second featured a nostalgic element, through use of the “mom’s homemade cooking” trope, with the picture featuring a friendly apron and homemade cookies. The third image focused on the joy or happiness that Dunkin’ Donuts could provide, especially on a cold winter’s day. The image showed a happy woman holding her coffee tightly, with an accompanying caption invoking a call-to-action for fans to spread the joy of Dunkin’ Donuts. The posts were also analyzed to see if the photos included a fun or friendly aspect, as described in the overall social media strategy and brand positioning of Dunkin’ Donuts on Instagram. To create fun elements, 10 posts used textual elements, visual elements, or both. Dunkin’ Donuts employed a video of a prank, playful comments about products, a playful suggestion to rename fall “Pumpkin season,” or other tactics. Two of the most fun examples included a photo of Abraham Lincoln and George Washington made out of coffee beans for President’s Day and an Instagram contest to reward fans of Dunkin’ Donuts for their dedication. V. Discussion The research question of this study was how Dunkin’ Donuts uses Instagram to brand itself. Dunkin’ Donuts uses both the textual and visual elements of Instagram together to create a fun and friendly social media experience for the fans of the brand. The brand utilizes its strong brand name and imagery by including its logo, the brand colors and the name when possible. These features occur through both visuals and text, creating a cohesive post, which strengthens the brand. The unique hashtags in six posts further attempt to create a unique fan based environment. Because of their brand centered content, such as #mydunkin, fans can use them specifically to upload and share pictures of Dunkin’ Donuts products. Dunkin’ Donuts largely uses seasonal and holiday themes throughout its Instagram posts. Use of popular, mainstream holidays, such as April Fools Day and Cinco de Mayo, along with smaller, brand related holidays, such as National Donut Day and the made-up SunDDay, provides the brand with a safe and trustedPDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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