Cinnabon, the renowned American bakery chain famous for its cinnamon rolls, expanded into Bangladesh by opening its first outlet in Dhaka in April 2024. The inaugural store is in the Banani area, a bustling commercial and residential district in the capital city. This launch marked Cinnabon’s entry into the Bangladeshi market, aiming to cater to local tastes while maintaining its signature offerings.

The Cinnabon Bangladesh Grand Launch campaign by Wire Bangladesh was aimed to generate maximum awareness, excitement, and footfall for the brand’s entry into the Bangladeshi market. By leveraging a mix of social media engagement, influencer marketing, celebrity presence, and media coverage, the campaign aimed to establish Cinnabon as a premium and beloved bakery brand among local consumers.


Building Anticipation: Pre-Launch Hype

To set the stage for its entry, Cinnabon Bangladesh initiated an extensive pre-launch campaign. Social media platforms buzzed with teaser posts and “Coming Soon” creatives, sparking curiosity among food lovers. Legacy storytelling was woven into the campaign to emphasize Cinnabon’s rich global heritage and establish an emotional connection with potential customers. Product showcases featuring the brand’s signature cinnamon rolls and beverages heightened the anticipation, leaving audiences eager for the grand opening.

A Star-Studded Grand Launch Event

The official launch event was a spectacular affair, attended by esteemed dignitaries, media representatives, and influential personalities. Adding prestige to the event was the presence of Former U.S. Ambassador to Bangladesh, His Excellency Peter Haas, whose attendance underscored the brand’s credibility. The event featured a red-carpet entrance, where premium guests were treated to an exclusive experience, receiving beautifully packaged gift boxes that enhanced brand recall. Live media coverage amplified the event’s reach, ensuring that Cinnabon’s arrival in Bangladesh was the talk of the town.

Influencer Campaign & Promo Code Activation

Leveraging the power of digital influence, Cinnabon collaborated with key social media influencers to further fuel the buzz. Influencers shared their first-hand experiences of indulging in Cinnabon’s iconic treats, encouraging their followers to do the same. To drive footfall and incentivize purchases, exclusive promo codes were activated, allowing customers to enjoy special discounts in-store. User-generated content played a crucial role in amplifying the campaign, as delighted customers shared their experiences, further solidifying Cinnabon’s position in the market.

Sustained Engagement: Post-Launch Amplification

The momentum did not stop with the launch event. A grand launch video capturing the event’s highlights was shared across digital platforms, keeping the excitement alive. Continuous engagement through social media testimonials, first-experience posts, and press coverage reinforced Cinnabon’s presence in Dhaka’s food scene. The campaign ensured that the brand remained top-of-mind for potential customers, driving sustained footfall and engagement.

Multi-Channel Campaign Execution

To maximize impact and engagement, the campaign employed a multi-faceted approach across diverse touchpoints:

  • Digital Marketing: Social media activations, influencer collaborations, and promo code campaigns drove online engagement and foot traffic.
  • Public Relations: Media invitations, press coverage, and celebrity endorsements elevated Cinnabon’s market positioning.
  • Experiential Marketing: The launch event itself was designed to create memorable brand experiences, complete with premium giveaways and on-ground engagement.
  • Red Carpet Entrance & Grand Store Decor: A luxurious welcome experience set the tone for an indulgent customer journey.
  • 360-Degree Photobooth & Backdrop Photobooth: Engaging installations encouraged social sharing, ensuring organic reach and visibility.

 

 

 

 

The Cinnabon Dhaka Grand Launch campaign was an overwhelming success, yielding remarkable results. The launch video alone garnered an impressive 570,702 impressions, ensuring widespread visibility. Engagement was off the charts, with 1,632,641 interactions, demonstrating the audience’s enthusiasm and connection with the brand. Additionally, the campaign generated 4,686 link clicks, directing traffic to Cinnabon’s official platforms and boosting customer conversions.

The reach of the campaign was equally impressive, with 70,702 total reach, including 534,529 from ads, 46,261 from organic engagement, and 9,638 from followers, reinforcing the effectiveness of the campaign’s multi-channel approach. Interestingly, 37,163 impressions came from non-followers, indicating that Cinnabon’s launch resonated far beyond its existing audience base.

Further emphasizing the organic traction, 34,673 impressions were generated from shares, highlighting the virality of the campaign. The original post alone sparked 1,632,641 interactions, showcasing how well the content resonated with the audience. Reactions poured in, with 3,954 reactions in total, of which 3,100 were driven by ads. Additionally, 541 comments reflected the strong conversations and excitement surrounding Cinnabon’s arrival in Dhaka.

The Grand Launch of Cinnabon was not just an event; it was an experience that resonated with the city’s food enthusiasts. With a powerful combination of digital engagement, influencer marketing, and premium brand positioning, Cinnabon successfully established itself as a must-visit destination for indulgence in Bangladesh. This campaign, executed by Wire, set the foundation for long-term customer loyalty and a thriving market presence.