Did you try "The Charli"?

Samantha Cooney
Oct 14, 2021
2 min read

In September of 2020, Dunkin launched a social media campaign with 16 year old tik-toker, Charli D'Amelio. She has the largest following on TikTok with 124 million followers. The brand launched this campaign in order to use their social media and hers to promote a limited edition menu inspired by Charli D'Amelio's favorite drink which became known as "The Charli". The brand launched this drink on September 2nd, 2020 and it is a Dunkin Cold Brew with whole milk and three pumps of caramel swirl. The drink became a must try for her die hard fans who were desperate to see what she was drinking in her videos. The brand then launched a Charli x Dunkin' contest that asks Instagram users to post pictures of themselves recreating an "iconic Charli x Dunkin' moment" with the #CharliXDunkinContest hashtag. On national dance day which is September 19th, Dunkin selected five winners to meet D'Amelio in a video conference and get advice on making viral videos. Lastly, during the month of September Charli took over Dunkin's social channels posting exclusive content throughout the month. The brand created exclusive filters on Instagram during the campaign with Charli and gave members of the DD Perks rewards program bonus points for ordering "The Charli" on the Dunkin' App. The campaign was certainly a success for Dunkin with new customers and more sales. The brand saw a 20% sales increase on all cold brews the day her drink debuted and a 45% surge the next day. On the Dunkin' App alone the brand saw a 57% increase in downloads due to the launch and within five days the company sold hundreds of thousands of her signature drink. Everytime Charli posted on her TikTok with Dunkin she would receive millions of likes and when she posted on Dunkins account, her content would receive over half a million likes. She would even generate publicity for the brand on Instagram as well, receiving anywhere from 70,000-140,000 likes on Dunkins account and 4-5 million likes on hers. Charli D'Amelio truly gave Dunkin a whole new branch of new loyal customers who will support Dunkin because Charli does.