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Challenge
Doritos Dinamita wanted to introduce its bold and spicy snack line to a younger, highly engaged TikTok audience while highlighting its vibrant brand personality and unique product offerings, including rolled chips and new 'Sticks' flavors. They needed to generate excitement with Gen-Z and Millennial audiences on TikTok and encourage product sampling of the new flavors.
Solution
Popular Pays, a TikTok Marketing Partner, helped Doritos Dinamita launch two dynamic, creator-driven initiatives that combined creative storytelling and creator authenticity with TikTok's discovery potential:
- A large-scale creator initiative tapped 88 Gen-Z TikTok creators to showcase Dinamita's "intensely unhinged" personality through chaotic snack recipes, unhinged confessions, and over-the-top reactions to the snack's bold flavors. Each creator produced one TikTok video that was transformed into a Spark Ad to boost reach.
- The introduction of Dina and Mita, a quirky brand ambassador duo who took over TikTok feeds in unexpected ways. Popular Pays enlisted six TikTok creators (@octopusslover8, @Cost_n_Mayor, @sofiedossi, @alejandrozario, @mitsy270, and @latryguy) for this initiative. Within 48 hours, Dina and Mita traveled to each creator's home to film personalized content, creating high-quality, authentic output in record time. As viewers scrolled through their For You pages, they were greeted by Dina and Mita "crashing" creator videos that otherwise seemed normal.
Result
The combined campaigns delivered extraordinary success, achieving 91 million views and over 537,000 engagements on TikTok. With a video view rate of 11.63% on ads—11% above industry benchmarks—the campaigns exceeded expectations and showcased the effectiveness of creator-led storytelling. By harnessing the power of creativity, strategic partnerships, and TikTok communities, Doritos Dinamita became more than just a snack; it became a cultural phenomenon with strong relevance among younger audiences.
