Case Study: Krispy Kreme achieves buzz and launch-day sales with Good Relations

Krispy Kreme drives 3M organic social reach with Good Relations

Krispy Kreme challenged its public relations vendor, Good Relations, to generate maximum hype and reach a Gen Z audience for the launch of its first Hot Light shop on London's Oxford Street. The goal was to drive significant online buzz and make the store opening a major event, despite the brand's existing presence in the city.

Good Relations executed a multi-faceted launch plan that included a partnership with Capital radio and Instagram phenomenon Great British Memes, a throwback sampling activation, and a VIP event with celebrities and influencers. The solution successfully created a line out the door on opening day and generated extensive media coverage. The results for Krispy Kreme included 3 million in organic social reach, £25k in opening weekend sales, and an estimated £87.5k in media value from gifted creator content.

Krispy Kreme