Tiffany’s Bakery Philadelphia Case Study: DOYO® Launch
CASE STUDY: PRODUCT LAUNCH FOR LOCAL BAKERY
BACKGROUND
Tiffany’s Bakery Philadelphia was planning to launch their newest product, the DOYO® in conjunction with National Doughnut Day on June 4, 2021. They wanted to build buzz about this unique cake donut and get as many local writers, editors, bloggers, and influencers as possible excited about the DOYO® in the weeks leading up to its official launch.
APPROACH
To build awareness and generate interest in the DOYO®, Tiffany’s Bakery hosted an exclusive private event for local media and influencers at The Cube, located in the Fashion District of Philadelphia, two days before the public launch. City Winery provided wine pairings for the doughnuts, and there were plenty of photo ops available, including a DOYO® donut wall, doughnut balloons, and a step and repeat.
4M wrote a media advisory and press release to inform the media and influencers about the event and get them excited for the DOYO® launch. For those who couldn’t make it to the event, 4M worked with Tiffany’s Bakery to coordinate sample deliveries of the product.
RESULTS
Tiffany’s Bakery filmed the Philly Feeds Foley segment for PHL17, which aired the day before the launch. Additionally, 4M was able to secure two segments on Good Day Philadelphia for National Doughnut Day. During the segments Mike Jerrick and Alex Holley talked about the DOYO® and tried them on live TV. 4M also secured several top-tier media placements, locally and nationally, including:
During the launch event, several well-known food and lifestyle influencers local to Philadelphia created Instagram stories and posts about the DOYO®. These mentions, combined with additional Facebook posts, led to an increase in website traffic the day of the event and the couple of days after.
Ultimately, the coverage 4M secured resulted in ten top-tier media placements, over 133.8 million media impressions, and 250,000+ social media impressions.