Dunkin' Partners with TikTok’s Most Followed Star Charli D’Amelio to Serve up Latest Campaign
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BBDO NY partnered with Charli’s team to produce content to boost app downloads and sales after Dunkin' released the Charli Cold Brew
As TikTok’s most followed star, Charli D’Amelio is known around the world for her iconic dance moves…and her self-professed love for Dunkin’. Last week, Dunkin’ launched a new collaboration with the teen influencer, giving her favourite order—a Dunkin’ Cold Brew with whole milk and three pumps of caramel swirl—a name on Dunkin’s nationwide menu as “The Charli”.
Since launch, Dunkin’ has sold hundreds of thousands of the ‘Charli’ and received an overwhelming response from fans across social platforms.
Cold Brew units saw a 20% boost on day 1 and a 45% boost on day 2 of the ‘Charli’ launch Dunkin’ app downloads have also skyrocketed, seeing a +57% increase on launch day vs. the previous 90 day average AND hitting a new daily record for daily active app users. The launch earned instant national headlines across entertainment, lifestyle, news and business media. Vanity Fair even noted “TikTok Star Charli D'Amelio Beat Ben Affleck to Having Her Own Dunkin' Drink.”
Here’s some more about how the collaboration came to be: Charli has been a longtime Dunkin’ fan, and she’s been talking about her love for the brand since she first hit the TikTok scene in July 2019. Dunkin’s creative agency partner, BBDO NY and their client brand team, took notice. After watching the star in action over the past year, they knew they had to find a way to collaborate with her. The partnership shows Dunkin's appreciation for Charli's love of the brand while sharing her fandom with Dunkin' guests.
The ‘Charli’ was announced last Wednesday on Charli’s Tik-Tok, Facebook, and Instagram channels with an enthusiastic message from her to her fans. BBDO NY partnered with Charli’s team to produce content that felt authentic to the star’s channel and accurately represents her love for Dunkin’. The content includes a custom TikTok song and dance
and a drive through order where the star orders the beverage named after her in a “pinch me” moment.
DDOne, a bespoke Publicis Media agency solution that includes Digitas North America, is implementing a paid media strategy across Snapchat and Instagram to support and drive further awareness of the Charli partnership, with creative encouraging users to try ‘The Charli’ and download the Dunkin’ App.
Creative Agency: BBDO New York
Worldwide Chief Creative Officer: David Lubars
Executive Creative Director: Doug Fallon
Executive Creative Director: Steven Fogel
Associate Creative Director: Matt Low
Associate Creative Director: Kristin Clark
Junior Copywriter: Georgia Murphy
Junior Art Director: Sabrina Ghantous
Senior Producer: Andrew Nam Chul Osborne
SVP, Production Services Director: Jessica Nugent
Business Affairs Manager: Heather Weissman
EVP, Senior Director: Jim Santora
VP, Account Director: Carrie White
Account Manager: Melissa Blache
Account Executive: Griffin Heller
Planner: Brenna Tharnstrom
VP, Brand Stewardship: Drayton Martin
Director, Brand Stewardship: Melanie Cohn
Manager, Brand Stewardship: Kemma Kefalas
Associate Manager, Brand Stewardship: Ali Cerasuolo
Assistant Manager, Brand Stewardship: Olivia West
Production: Saugatuck Strategic
Executive Producer: Thomas Burns
Director of Photography: Christian Guiton
Stills Photographer: Brooke Guiton
Wardrobe Stylist: Mimi Curttrell
Executive Producer: Alec Setten
Artist/Composer: Beady Jay / Brian D. Jones
BBDO New York, Mon, 21 Sep 2020 16:41:53 GMT
Singers: Neysa Malone, Beady Jay