Martin Davidson

Upgraded Krispy Kreme mobile app from rudimentary Hot Light identifier to robust enterprise Loyalty Rewards program

Who says a coupon ad can't be creative? To promote Day of the Dozens (12/12), the World’s Tastiest Coupon was an actual scannable barcode, made of actual doughnut glaze using our iconic glaze waterfall.

• Engagement on Facebook, Twitter and YouTube channels exceeded expectations as did key metrics such as store traffic, transactions and sales. 

• Video-embedded email achieved one of the brand's highest open rates

A team effort from agency partner Baldwin&, and Krispy Kreme's Marketing, Equipment, R&D and IT/POS Integration departments.

Digital Campaign of the Year (Gold), AdAge Small Agency Awards

Role: Global Creative Director/Client
Agency Team: David Baldwin, Bob Ranew, Jimmie Blount, Britton Upchurch, Liz Stovall

Krispy Kreme's largest competitor, Dunkin' Donuts, sponsors the New England Patriots. With the Deflategate controversy brewing, we took to the field with this concept and the Twitter-verse ran with it.

Within 24 hours:

• @krispykreme trended in Boston, New York, Pittsburgh, Atlanta and Seattle

• Social statistics on key channels were among the highest for the brand to date

• Re-tweeted by ESPN's Darren Rovell and Erin Andrews to their combined 3.3 million followers

• Picked up by ABC News, TIME, the TODAY Show, USA Today, CBS Sports, Sports Illustrated, and The Washington Post.

Role: Copywriter, Creative Director
Team: Jonathan Whisnant, Kelley O'Brien

International Talk Like A Pirate Day is one of Krispy Kreme’s most popular days. The idea is simple: talk like a pirate and get a free doughnut. Or, dress like a pirate and get a free dozen of them.

This innovative mobile-first campaign I helped our agency partner bring to life sold shiploads of doughnuts and was recognized for both creativity and effectiveness.

Every component of the campaign—a video series, 11 wearable animated gifs, a personalized Pirate Name generator, a Facebook event page, email campaign and social posts—was designed to drive engagement and be easily shared with friends on social networks.

The campaign was also the pioneer of a new Snapchat feature: the branded filter.

The creative got plenty of press in national media such as USA Today and Time, and industry trades Mobile Marketer, Mobile Commerce Daily, Advertising Age's Creativity and Mediapost.

FWA Site of the Day

Role: Global Creative Director
Agency Partner: Baldwin&

There is just ... something ... about walking into a room with a box of Krispy Kreme doughnuts: people stop what they're doing, their eyes light up, the entire energy changes. It's almost magical. It's certainly special.

I wrote the brand brief then worked with agency partner Baldwin& as they captured these one-of-a-kind moments for this one-of-a-kind brand we called "The Krispy Kreme Effect." 

See the complete campaign at krispykreme.com/effect/

Role: Global Creative Director/Client
Team: David Baldwin, Bob Ranew, Ashley Yetman, Jennifer Matthews, Dino Valentini, Lisa Shimotakahara, Liz Stovall

For the one day of the year when everyone is Irish, Krispy Kreme transformed its iconic Original Glazed doughnut with an apostrophe, a little food coloring, and a simple self-produced video which I conceived, wrote, and directed.

Playing off Chicago’s tradition of turning the Chicago River green, we created a Parade of Doughnuts that achieved 42,214 shares, 5.9 million views, over 67,000 reactions and 18,000+ comments.

It was among the most shared videos for the month on Facebook and sold nearly 2 million doughnuts for a truly record-breaking day.

Featured in Campaign magazine.