ABOUT

Dunkin’ needed to reach a younger audience of Cold Brew Drinkers, so when we discovered that Charli D’Amelio, the biggest breakout star of 2020, was just another fan OBSESSED with Dunkin’ Cold Brew, we knew Dunkin’ had to do something they’ve never done before. Introducing Dunkin’s first ever fan-made signature drink, The Charli, by taking her go-to order and putting it on our menu nationwide.

But we didn’t just launch with a one-of-a-kind drink. We created a social campaign that had Charli take over all Dunkin’s social channels with exclusive content, AR Instagram filters, stickers, one-of-a-kind influencer boxes, Vlog-type videos, and of course, Charli dances – all set to an original TikTok track inspired by Charli herself with The Charli drink front and center. Charli also posted across her social channels directing people in store.

We even created a contest on TikTok that rewarded winning fans with the chance to join a Zoom with Charli herself.

Not only did this collaboration help us reach a brand new younger audience, but because Charli’s following on Social has become so accustomed to seeing her favorite Dunkin’ drink in all her videos, we were able to create a campaign that felt targeted to Charli’s followers and above all, genuine.

Once The Charli was officially on the menu nationwide, it was enjoyed like crazy nationwide, generating more than 4 billion impressions and more than 250 million views on TikTok, making Dunkin’ the most popular QSR brand on the app. Our success on social translated into the real world, breaking weekly cold brew sales records by 45%, increasing app downloads by 60%, creating a new record for daily active app users, and selling more than 400,000 drinks in just the first few days, turning millions of Charli fans, into millions of Dunkin’ fans.