Baskin Robbins is a globally recognised ice cream brand focused on growing customer loyalty and repeat purchases. Through retention-driven funnels, playful storytelling, and optimized social performance, the brand increased engagement, returning customer interactions, and digital conversions.
↑ 14%
Growth in Returning Customer Interactions
↑ 11%
Increase in Social Engagement
↑ 9%
Improvement in Conversion Rate
Overview
Baskin Robbins is a globally recognised ice cream brand that, beyond strong brand awareness, focuses on growing its loyal customer base, encouraging repeat visits, and increasing sales driven through digital channels.
The Challenge
Despite high brand recognition, customer retention remained low, with a large share of one-time buyers. Communication across digital channels was not optimised, resulting in lower engagement and conversion rates. Audience segmentation lacked structure, and there were no clear mechanisms in place to support long-term loyalty and repeat behaviour.
Solutions
We built a retention-focused marketing funnel designed to turn first-time customers into repeat visitors. Audiences were segmented into first-time, returning, and high-frequency users, allowing for tailored communication strategies aligned with each group’s behaviour. Calls to action and content were refreshed using a “Try Again → Try a New Flavor” approach, encouraging repeat engagement through curiosity and discovery.
Loyalty-oriented messaging was supported by a playful, colourful creative refresh that stayed true to the brand’s identity. Seasonal campaigns and limited-edition flavors became central to communication, supported by storytelling concepts such as “Find Your Flavor” and “Flavor of the Mont”, which reinforced emotional connection and brand affinity.
Social media channels were optimised to increase engagement and interaction. Polls, choices, and user-generated content formats encouraged participation, while short-form video content focused on close-up, emotionally driven product visuals. Regular CPA-based campaigns supported new audience acquisition, while A/B testing across creatives, messaging, and offers ensured continuous performance optimisation.
↓ 14%
Growth in Returning Customer Interactions
↓ 11%
Increase in Social Engagement
↓ 9%
Improvement in Conversion Rate