How Dunkin’ Donuts is using TikTok to reach Gen Z
It’s time for a change in marketing, not a complete 360 change, but for brands to continue to stay relevant in industries, it’s time to seriously start to consider Generation Z marketing.
Who is Gen Z?
Generation Z, also known as Gen Z, is the generation that is right behind Millennials. When it comes to Gen Z, there are also Zennials who are the in-between Millenial and Gen-Z generations that can fall into each category.
However, with Gen Z coming up in the ranks of the business world, it is imperative that companies start to really consider this generation in their marketing, but as always, only if that is your target audience.
Gen Z accounts for 25.9 percent of the U.S. population and accounts for 40 percent of all consumers.
What are they searching for from brands?
A company whose bigger purpose is more than making money. What is your company actually doing to help change the world, be more inclusive, vocalize on the issues happening in society and other social and environmental responsibilities?
Gen Z is searching for a brand that has a position in the world, that makes a difference, that has strong core values and communicates this purpose through digital strategies!
Gen Z is radically inclusive and promotes this between their digital communities; however, because of this, companies can find themselves being “canceled” due to releasing statements that are not heartfelt or meaningful.
Gen Z is not afraid to call companies out on their “crap”. Gen Z is bold, vocal and digitally savvy. When marketing to Gen Z, be thoughtful, strategic and leave corporate-type content behind.
With the rise in new platforms, one platform that this generation is utilizing on a daily basis is TikTok.
How do brands use TikTok?
Brands killing it on TikTok
The thing with TikTok is that there isn’t one way to use this social media platform. The best part about this social media platform is that the eight to 60-second videos are easily consumable for this generation.
From trends to duets, this allows brands to really connect with their target audience. There are plenty of big name brands killing it on TikTok marketing game, but one brand keeps showing up on feeds with micro-influencers, influencer marketing, brand deals with some of the biggest TikTokers and releasing “hype” around their latest drinks.
Dunkin’ Donuts success with TikTok
The Vice President of stewardship states that their cold brew with three pumps of caramel and whole milk generated 45 percent more sales in one day after Charli D'amelio released it on TikTok. Their brand loyalty has increased exponentially and Dunkin has expanded in the last four quarters.
How does Dunkin’ do this? Partnering with Charli D’amelio to offer exclusive drinks. This is with strategic placement, exclusivity of the coffee releases and with marketing right where their new audience is at.
D'amelio is one of the top influencers on TikTok, and with their partnership, they are creating a brand that has skyrocketed! Another strategy is the placement of Dunkin’ coffees when the content has nothing to do with Dunkin’.
This continues to push their coffee and brand in front of D’amelio’s audience and reminds them that D'amelio loves Dunkin’ so, shouldn’t you.
my @dunkin obsession…but make it merch!! coming tomorrow 3/30, 3pm est🧡 shopdunkin.com #ad
Not only does D’amelio work with Dunkin’, so don't other TikTokers with millions of followers. Zacariah is one loyal Dunkin’ coffee drinker and visits his local Dunkin’ each and every day. He is friends with the staff there, always speaks highly of them, and Dunkin’ has sent him cool swag that he wears constantly.
He explains that Dunkin’ for his weekend coffee is one of his favorite things about his weekend, and even leaves reviews for other stores when he travels! Overall, he is a loyal Dunkin’ fan and continues to provide User Generated Content (UGC).
Finally, another loyal Dunkin’ drinker is christine_snaps. Each and every day she visits her local Dunkin’ and speaks about fun experiences of others who visit, boasts about their merch they send her and even does great inconspicuous placement of the brand.
This company shows every single other brand out there that influencer marketing, user generated content and brand loyalty are several ways to bring in new customers and continue to nurture that relationship.
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Posted In: Social Media and Digital Marketing