We were excited to help the Bansal Group debut their second US-born quick-service brand, Cinnabon, to an excited fanbase in December 2019. While they’ve only been in operation for six months, Cinnabon has quickly surpassed goals and milestones most brands can only hope for in their first year of business.
Covid-19 could have decimated the growing brand, but we helped Cinnabon pivot in a big way by implementing a new digital campaign to drive delivery traffic, and April 2020 yielded their best sales month to date.
Our PR strategy helped the Valentine’s Day launch of Cinnabon Westfield Garden City report the highest opening day sales record in the history of the franchise worldwide, with over 6500 Cinnabon Rolls sold.
- Over 20 pieces of written media coverage were earned before the opening of the first Cinnabon Bakery in December 2019, totalling over $250,000 in ad-value.
- Cinnabon featured on multiple TV and radio networks, including Channel 7 Brisbane and Triple M.
Social Media Results
We’ve also been able to grow strong following on social media through a targeted organic and paid approach. Over 30 lifestyle and food influencers were coordinated for the campaign, plus dozens of bonus influencer posts.
- 24k Facebook Followers
- 8.7k Instagram Followers
- 1.37m Monthly Engaged Users
Cinnabon currently operates in Queensland, delivering to Brisbane, Logan, Gold Coast, Sunshine Coast, and it will be adding more locations soon. A target of 950 delivery suburbs in Southeast Queensland is set for June 2020.