Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.
Cold brew is the fastest growing opportunity in the coffee space, largely driven by Generation Z’s passion for it. But as cold brew demand grew, Dunkin’ wasn’t keeping up with Starbucks. To drive relevance and trial, Dunkin' named a cold brew menu item after Charli D’Amelio, Dunkin' cold brew fanatic and TikTok’s biggest star. We developed a purely social/digital campaign with Charli to attract new customers to Dunkin's cold brew. The campaign had an immediate positive impact on cold brew sales and established a new generation’s affinity for Dunkin’.
Client: Dunkin Brands
Agency: BBDO New York
America Could Use A Beer
Coors Light was losing touch with Millennials. The brand was fighting for emotional saliency, and the clutter of the pandemic only made that more challenging. Amidst the heavy news cycle, ads during “these uncertain times”, and shoppers stocking up on “essentials”, we brought a dose of levity by delivering beer to one 93-year-old influencer, Olive Veronesi. It got the us noticed, with 1.96B earned impressions. It connected with our target of 21-34-year-olds, with an 160% increase in brand consideration. And drove sales that outpaced competitors, at 16% increase year-over-year.
Brand: Coors Light
Client: Molson Coors
Agency: DDB Chicago
In March 2020, the world faced the rapid spread of Covid-19. Everyone needed to do their part, but there was one generation that wasn’t: Gen-Z. P&G believes in being a force for good, and so when the Governor of Ohio called, P&G immediately stepped forward. The #distancedance challenge was born, and a cultural phenomenon ensued. 17.7BN views of the hashtag and 4.2m consumer-generated videos later, what started with one call turned into a widely impactful campaign that positively changed the way Gen-Z thought, and most importantly behaved, during the pandemic.
Brand: Procter & Gamble
Client: Procter & Gamble