Sipping is Believing: How Dunkin' Donuts Brewed $300M with Micro Influencers

Dunkin’ Donuts is a globally recognized company offering high-quality coffee and donuts. Founded in 1950, the company has become a go-to place for quick and tasty drinks and treats.

5

Creator Partnerships

1.1M

Creator Followings

5

Pieces of Content
Industry
Coffee & Donuts
Company Size

Large

Plan

Influencer Partnership

Strategy

Micro-influencer Marketing

Engagement Rate

5.2%

Network
Instagram
Solutions Used

Content Collaboration

Influencer Marketing

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Challenge

Dunkin’ Donuts aimed to promote its first handcrafted espresso drinks and appeal to the Starbucks audience. To achieve this, the brand leveraged the power of influencer marketing on Instagram in 2018.

Solution

Dunkin’ Donuts used the power of nano and micro-influencers to raise brand awareness around its new espresso drinks and appeal to the younger generations to increase its sales. The brand required influencers having 50,000 followers and below in Philadelphia to share authentic and relatable posts on their IG accounts.

Result

Dunkin' Donuts managed to achieve a 5.2% Instagram engagement rate and resonate with younger digitally-centric generations.

Since Nano and micro influencers have a more intimate bond with their followers, Dunkin' managed to not only raise brand awareness for its coffee line but also increase its sales remarkably.

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