Dunkin’s Influencer Marketing Playbook: What Brands Can Learn

How did a 70-year-old donut chain become a brand that Gen Z lines up to promote on TikTok? When Dunkin’ (formerly Dunkin’ Donuts) dropped “Donuts” from its name in 2018, few could have predicted that within two years teenagers would be rushing to stores for a drink named after a TikTok star. Yet that’s exactly what happened with “The Charli” – a signature Dunkin’ cold brew named after influencer Charli D’Amelio – which caused a frenzy of pink-and-orange cups flooding social feeds. This remarkable transformation wasn’t a fluke. It was the result of a calculated influencer marketing strategy that turned a classic coffee-and-donut stop into a cultural phenomenon.

In this blog, we’ll dissect Dunkin’s influencer campaign strategies and highlight key lessons brands, e-commerce businesses, and even Amazon sellers can learn. From partnering with micro influencers and content creators to leveraging user-generated content (UGC), Dunkin’ provides a masterclass in how to brew buzz online. Grab your coffee (perhaps in a pink-orange Dunkin’ cup) and let’s dive in.

How Dunkin’ Wins with Influencer Marketing

From One-Off Deals to Lasting Partnerships

Many brands treat influencer marketing like traditional advertising – a one-off sponsored post and done. Dunkin’ takes a different approach: they cultivate relationships. The most famous example is Charli D’Amelio, who in 2020 casually mentioned her favorite Dunkin’ order (a cold brew with whole milk and caramel swirl) on TikTok. Instead of just thanking her or treating it as a fleeting mention, Dunkin’ leaned in and made it official. They launched “The Charli” – a Dunkin’ cold brew named after the then-16-year-old TikTok star’s go-to drink.

The results were explosive. On launch day of “The Charli,” Dunkin’ saw a record-breaking surge – a 57% increase in daily app downloads – as fans rushed to order through the apptmz.comstatsocial.com. Within just five days, Dunkin’ sold hundreds of thousands of Charli’s signature drink, contributing to a 20% jump in cold brew sales on day one and a 45% jump by day two. In other words, a single influencer partnership drove tens of thousands of young consumers to try Dunkin’s products virtually overnight. Dunkin’ didn’t stop there: they followed up with Charli-branded merchandise, multiple follow-up campaigns, and made Charli a centerpiece of their TikTok content. By turning a fan into a long-term partner, Dunkin’ effectively “co-created” a piece of their brand identity with an influencer.

Key lesson: Instead of one-off influencer posts, consider building ongoing relationships. An influencer who genuinely loves your product (like Charli did) can evolve into a brand ambassador who brings their audience along for the ride. This strategy isn’t just for big brands – even micro influencers can become powerful long-term advocates if they authentically adore your offerings.

Spotting Authentic Advocates (and Empowering Them)

None of Dunkin’s influencer wins happened by accident. A critical reason The Charli took off is that Charli D’Amelio was already a true fan. She had been posting about Dunkin’ on her own – without any sponsorship – simply because she loved it. Dunkin’s team astutely spotted this organic enthusiasm and decided to amplify it rather than manufacture something from scratch. By formalizing what her followers already knew (“Charli runs on Dunkin’”), the campaign felt natural and genuine.

Just as importantly, Dunkin’ gave Charli creative freedom. Rather than forcing stiff scripts or awkward hashtag challenges upfront, they let the collaboration unfold organically. Charli got her own menu item and Dunkin’ let the internet do the rest. The result was viral content that didn’t feel like an ad – it felt like a cultural moment. Fans posted TikToks trying “The Charli,” sharing their experiences, and essentially doing grassroots promotion for the brand.

Key lesson: Today’s audiences (especially Gen Z) crave authenticity. Partner with influencers who already use and love your product, then empower them to share in their voice. When an endorsement is genuine, followers can tell. In 2025 and beyond, marketing that doesn’t feel like marketing is the gold standard.

Cross-Platform Content that Feels Native

Another ingredient in Dunkin’s success is platform-specific content. Unlike brands that push the exact same polished ad across every social channel, Dunkin’ embraces each platform’s culture. Scroll through Dunkin’s TikTok and you’ll find lo-fi clips of Dunkin’ baristas attempting viral dances during their breaks, filmed on smartphones. The vibe is casual, fun, and a bit chaotic – perfectly in tune with TikTok’s spontaneous energy. Hop over to Instagram, and Dunkin’s content transforms into well-lit, aesthetically pleasing photos of drinks and donuts, often with creative product layouts that would make any design student jealous. Meanwhile on Twitter, the brand’s tone is witty and irreverent, joking with fans and playfully roasting competitors like a snarky caffeine-fueled friend.

This cross-platform fluidity is deliberate. Dunkin’ recognizes that what works on TikTok (silly skits, trending sounds) isn’t what works on Instagram or Twitter. Instead of insisting on a rigid “one voice to rule them all” across social media, they let each channel be what it is. A meme on TikTok, a gorgeous donut flatlay on IG, a humorous quip on Twitter – it all still feels on-brand, just adapted to each audience. By respecting the unwritten rules of each social network, Dunkin’ makes their followers feel like the brand truly “gets” them on that platform. Fans don’t feel marketed at; they feel like the brand is hanging out in the same online communities they are.

Key lesson: Meet your audience where they are, on their terms. In practice, that means embracing the unique content styles of each platform. Your brand can have a consistent ethos, but the expression should fit the medium. TikTok might call for raw, playful content, whereas Instagram might need a more curated look. Dunkin’s ability to shape-shift while staying recognizable is a big reason their social media presence doesn’t wear out its welcome.

Dominating TikTok and Social Media Through Creators

Creator-Led Content (No Scripts, Please)

Dunkin’ has learned that if you want thumb-stopping social content, it’s best to let influencers lead. They don’t micromanage every word or frame; instead, they give creators the freedom to be themselves. Whether it’s a comedic skit, a taste-test reaction, or a morning routine featuring Dunkin’ coffee, the content feels like the creator’s authentic story – not a corporate ad. This freedom to play is exactly what makes the posts engaging.

A great example is TikTok creator @cringecarter (real name Carter Kench). Carter is a Dunkin’ superfan known for hilarious videos where he often features Dunkin’ drinks in comedic scenarios. Dunkin’ partnered with him to promote new menu items, essentially turning a genuine fan into an ambassador. The campaign was a hit: Carter’s Dunkin’-themed videos racked up over 10 million views and 3.5 million likes combined. Even with those impressive numbers, Carter’s signature goofy style and authenticity never wavered – his audience could tell he wasn’t just shilling, he was truly enjoying the collaboration. In fact, Dunkin’ even sent him custom Dunkin’ merch as a thank-you, which he unboxed in a TikTok to the delight of his fans.

By letting creators like Carter do what they do best, Dunkin’ benefits from content that is entertaining and native to the influencer’s own following. The influencer’s community appreciates the genuineness (and often rewards it with high engagement), while the brand still gets its product woven into the narrative in a natural way. Audiences can sniff out when an influencer post is overly scripted or forced – Dunkin’ avoids that pitfall by trusting the creators.

Key lesson: When working with content creators or micro influencers, resist the urge to dictate every detail. Provide guidelines and highlight what’s important about your product, but let the influencer retain their voice and style. The result will be content that resonates much more with viewers, because it feels like a story or recommendation from a friend rather than a canned advertisement.

Riding Trends and Amplifying UGC

If there’s one thing Dunkin’ stays on top of, it’s trends. The marketing team doesn’t sit back and run generic ads for seasonal products – they hop into the conversation of the moment. For instance, when fall rolls around and the annual Pumpkin Spice Latte craze hits social media, Dunkin’ doesn’t just announce their pumpkin drinks; they engage with the trend. They’ll use the popular sounds on TikTok, make tongue-in-cheek posts about pumpkin obsession, and encourage fans to share their own #PSL stories. Dunkin’ often reposts the best fan-created content (a form of user-generated content, or UGC) on their official channels, effectively shining a spotlight on real customers enjoying Dunkin’. This not only flatters the fans who get featured, but it also shows everyone else that real people love Dunkin’s seasonal treats.

By tapping into existing trends – whether it’s a meme, a hashtag challenge, or just the collective excitement around a time of year – Dunkin’ ensures its content is part of what people are already talking about. Even without a mega-influencer driving the conversation, this strategy generates engagement because it aligns with the audience’s current interests. In short, Dunkin’ knows when to lead (as with creating the Charli drink) but also when to follow the crowd and amplify organic buzz.

Key lesson: Be timely and ride the wave of conversation. If a topic related to your brand is trending, join in authentically. And make the most of UGC – today’s consumers trust peer recommendations and real-life content. If your customers post about your product, reshare it (with permission or via the platform’s sharing features). Not only is it free content, it’s social proof that can inspire others to check you out. This is especially crucial for e-commerce brands and Amazon sellers, where authentic reviews and posts can significantly influence purchase decisions.

Real-Time Engagement Keeps It Personal

Another hallmark of Dunkin’s social strategy is real-time interaction. They don’t “post and ghost.” Scroll through Dunkin’s mentions and you’ll see the brand replying to comments, cracking jokes with fans, and even dropping into viral threads about Dunkin’. For example, if a tweet about Dunkin’ starts gaining attention, you can bet Dunkin’s Twitter account will chime in with a witty remark or a heartfelt thank-you, depending on the context. When a TikTok of someone taste-testing a Dunkin’ drink blows up, Dunkin’ might respond or feature it. This kind of active engagement signals to audiences that there are real people behind the brand who are listening and part of the community.

The payoff is a sense of connection. Fans feel seen by the brand, and this builds loyalty and goodwill. Dunkin’s social accounts often end up as entertainment in themselves – people follow not just for product news, but because the brand’s interactions are fun to watch. Essentially, Dunkin’ has humanized itself on social media.

Key lesson: Don’t treat social media as a one-way broadcast channel. If you want to build a community, you have to be in the mix with your followers. Reply to comments, answer questions, banter (appropriately) with other brands or users, and acknowledge user posts about you. This real-time responsiveness can turn casual customers into passionate fans. Even small brands can do this – in fact, it’s often easier for a small e-commerce business or new Amazon seller to personally engage with a growing community and make a memorable impression.

Key Takeaways for Brands (What Actually Works in 2025)

By studying Dunkin’s playbook, we can extract several principles that any brand – big or small – can apply to their influencer marketing and social media strategy. Here are the top lessons to remember:

1. Authenticity Over Ads

It’s no longer enough to pay someone just to hold up your product for a photo. Today’s consumers (especially Gen Z and Millennials) value authenticity above all. They can tell when an influencer is only in it for a paycheck and when they actually like the product. Dunkin’s most successful influencer campaigns tend to involve people who were already genuine fans (Charli D’Amelio was drinking Dunkin’ on her own, long before a contract was in place). The content that came from this partnership didn’t feel like an ad, and that’s exactly why it worked so well.

Your move: Seek out influencers or micro-influencers who truly enjoy your product or operate in a niche related to your brand. If you’re a beauty e-commerce brand, that might mean a content creator who already raves about similar products. If you’re an Amazon seller of gaming accessories, find a small Twitch or TikTok creator who’s into gaming and likes trying new gear. Then, collaborate in a way that lets them speak honestly and in their own style. A trustworthy recommendation from a real fan will beat a scripted promo every time.

2. Turn Campaigns into Events (Exclusive Collabs & Limited Offers)

Dunkin’ doesn’t just drop new products – they turn their launches into cultural events, often turbocharged by influencers. The Charli drink was one example, but Dunkin’ has repeated this formula with other limited-time items, seasonal flavors, and even merchandise drops. By pairing a product launch with an influencer’s involvement or an exclusive angle, they give people a reason to rush out and participate. There’s a sense of urgency and FOMO – get this special thing now before it’s gone. When Charli’s drink launched, fans knew it was a moment; if they ordered it through the app, they even got bonus loyalty points, which further gamified the experience.

Your move: Even if you’re a smaller brand, you can create mini “events” around your products with a little creativity. Some ideas: collaborate with an influencer to curate a limited-edition bundle of your products; do a 24-hour promo code tied to an influencer’s name; or release a product in a unique co-branded package with a creator’s input. The key is to make it feel special and not permanent. Scarcity + influencer buzz = motivation for fans to act now. This works in e-commerce just as well as in retail – for instance, an Amazon seller might do a one-week collab where a niche influencer’s followers get an exclusive discount on a product, framed as a “limited collab” sale.

3. Balance Big-Name Reach with Micro-Influencer Trust

Dunkin’ has a well-balanced strategy of working with macro influencers (or celebrities) for massive reach and micro influencers for deeper community engagement. On the one hand, they’ve scored huge visibility with names like Charli D’Amelio on TikTok and even movie star Ben Affleck – a genuine Dunkin’ superfan who starred in a buzzworthy Dunkin’ Super Bowl ad alongside other celebs. Big influencers and celebrities can certainly put your brand on the map quickly. However, Dunkin’ doesn’t stop at the A-listers. They also invest heavily in micro-influencer campaigns – often local or niche creators with a few thousand to tens of thousands of followers – to keep the brand authentic at the grassroots level.

In fact, Dunkin’ ran a hyper-local campaign in 2018 to promote its new espresso drinks in Philadelphia by partnering with micro influencers (each under 50k followers) in that region. The result? Those posts achieved about a 5.2% engagement rate on Instagram, well above the platform average, showing that a tight-knit local audience can be incredibly responsive. Micro influencers often have more personal relationships with their followers, so their recommendations feel very genuine – which translates into higher engagement and conversion.

Your move: Don’t put all your eggs in one basket. If you can afford a big influencer and it makes sense – great, but also cultivate a squad of micro influencers. For the cost of one celebrity post, you could likely fund dozens of micro-influencer posts. Those smaller voices can collectively reach diverse pockets of your target market with messages that feel more trustworthy and focused. This is especially actionable for Amazon sellers and small e-commerce brands: micro-influencers are accessible on smaller budgets and often willing to collaborate in exchange for free product or modest fees. In fact, micro-influencer campaigns have been found to deliver higher ROI on average than campaigns with macro stars, thanks to lower costs and higher engagement rates.

4. Leverage Influencer Content as UGC and Social Proof

One often overlooked benefit of influencer campaigns is the content itself. Dunkin’ doesn’t just enjoy the immediate buzz from an influencer partnership; they also repurpose and highlight the content that creators produce. Influencer posts – whether it’s a TikTok video review or an Instagram photo – are essentially authentic testimonials. Dunkin’ has re-shared influencer TikToks on their official channels and even used the momentum to inform other marketing (for example, referencing viral moments in email campaigns or in-store signage). This extends the life of the influencer collaboration and turns it into long-tail UGC that keeps working for the brand.

Your move: When you work with influencers or when customers post about you, always think how you can amplify that content further. Could that YouTube unboxing video be embedded on your product page as social proof? Can you create an Instagram Story highlight of influencer shout-outs? If you accumulate a lot of UGC, it might even be worth turning into an ad – UGC-based ads often outperform polished brand-created ads because they appear more real to viewers. Many platforms (like Stack Influence, mentioned below) help brands gather and leverage influencer UGC at scale. The goal is to build a virtuous cycle: influencers create content → fans trust it more than traditional ads → that content convinces more people to try the product, who then might create their own content.

5. Use Tools to Scale Your Micro-Influencer Efforts

By now, you might be thinking: “All this sounds great, but managing dozens or hundreds of micro influencers and tracking UGC sounds like a lot of work.” It’s true that coordinating large influencer campaigns – sending products, tracking posts, handling payments or rewards – can become complex. That’s where specialized platforms come in. Stack Influence, for example, is a platform that automates product seeding campaigns and manages the end-to-end process of working with a large number of micro-influencers. It helps brands (including lean e-commerce teams and Amazon marketplace sellers) run campaigns with hundreds of creators at once, accumulating authentic UGC, reviews, and social buzz without needing a huge internal marketing team. Essentially, such platforms handle the heavy lifting – finding and vetting influencers, coordinating shipments, ensuring each influencer posts as agreed – and often you only pay for actual results (e.g. you pay when a post is successfully published).

Your move: Consider leveraging an influencer marketing platform or agency if you plan to scale up your campaigns. These tools can save you time and ensure consistency. Stack Influence (our company’s platform) is one such solution that has helped many brands – it’s particularly tailored to micro-influencer campaigns for e-commerce, ensuring that even small sellers can efficiently generate a large amount of influencer content and social proof. The bottom line is that with the right systems in place, any brand can execute an influencer strategy like Dunkin’s – you don’t need a million followers yourself or a Madison Avenue budget to do it.

Beyond Dunkin’: Other Brands Brewing Influencer Success

Dunkin’ may be a standout case, but it’s far from the only brand riding the influencer marketing wave. In the quick-service restaurant (QSR) and retail space, many companies have embraced influencers, micro-influencers, and bold social media strategies to capture the attention of younger audiences. Here are a few noteworthy examples of brands and the influencers or tactics they used – and what we can learn from them:

• • Chipotle – Viral Hashtag Challenges: The fast-casual chain Chipotle has become legendary on TikTok by launching engaging challenges. Remember the #GuacDance and #ChipotleLidFlip challenges? Chipotle partnered with creators like David Dobrik (YouTube star) and Loren Gray (TikTok personality) to kickstart these trends. The results were record-setting – the #GuacDance challenge gathered over 1.1 billion TikTok views, becoming one of the platform’s highest-performing branded challenges. These fun, participatory campaigns (flipping a burrito lid or dancing for guac) turned ordinary fans into content creators, all while promoting Chipotle’s menu. Chipotle even took things to the next level by creating virtual experiences (like a Roblox burrito-making game) to keep teens engaged, showing that a brand can extend influencer-driven fun into interactive digital spaces.

     

  • Taco Bell – Celebrity Collaborations & Memorable Moments: Taco Bell has woven itself into pop culture through savvy influencer and celebrity moves. In 2021, they appointed chart-topping artist Lil Nas X as their honorary “Chief Impact Officer,” a playful partnership that capitalized on the musician’s genuine love for the brand (he had worked at Taco Bell in his teens). The campaign included Lil Nas X in Taco Bell commercials and even saw the brand adopt a tongue-in-cheek slogan “Live Nas” for a time. Taco Bell also listened to its community – when fans (and influencer/rapper Doja Cat) clamored for the return of the Mexican Pizza, Taco Bell brought it back in style. They produced a full-on TikTok musical starring Doja Cat and Dolly Parton to celebrate the Mexican Pizza’s return. This over-the-top approach generated massive online buzz and proved Taco Bell is willing to get creative (and a little weird) to energize its fanbase.

     

  • Popeyes – Amplifying Organic Buzz: Sometimes the best influencer strategy is simply leveraging what fans are already saying. Popeyes struck marketing gold in 2019 with its chicken sandwich launch. The product itself went viral thanks to a friendly Twitter feud with Chick-fil-A and countless social posts from customers and micro influencers raving about the sandwich. Sensing an opportunity, Popeyes leaned into the chatter – retweeting fans, hyping the “sold-out” status humorously, and generally fanning the flames of FOMO. They essentially let their own customers be the influencers. The result: an overnight cultural phenomenon with lines out the door and a social media legacy that proved even a single tweet can launch a movement. The lesson here is similar to Dunkin’s Charli campaign – when you see organic enthusiasm, amplify it. A conversation between real people can sometimes outshine a coordinated ad campaign.

     

  • Wendy’s – Brand as Influencer (Sassy Social Media): Not all influencers are individuals; in Wendy’s case, the brand’s own voice became the influencer. Wendy’s Twitter account is famous for its witty roasts and comebacks – taking on rival restaurants with jokes, and even good-naturedly roasting fans on request during its “National Roast Day” events. This unconventional strategy of personifying the brand as a snarky, humorous character has paid off in spades. Wendy’s has amassed over 3.8 million Twitter followers and a reputation as the “First Lady of Fast Food” on social media due to its bold, fun personality. By stepping outside the usual corporate comfort zone, Wendy’s made its brand handle an influencer in its own right – one that younger audiences choose to follow for entertainment. The takeaway: a distinctive brand voice, if done right, can itself function like an influencer campaign, driving engagement and loyalty. Just remember to keep it positive; Wendy’s succeeds because the roasts are ultimately in good fun and align with a playful brand image.

Each of these examples underscores a common theme: brands that thrive on social media treat marketing as a conversation and an experience, not a one-way sales pitch. Whether it’s Chipotle crowdsourcing dance videos, Taco Bell enlisting music stars for playful content, or an Amazon seller reposting customer unboxing photos, the goal is to blur the line between advertising and genuine community interaction.

Conclusion to Dunkin’s Influencer Marketing Playbook

Dunkin’s journey from a legacy donut chain to a Gen Z-loved content machine is a testament to the power of influencer marketing done right. By focusing on authenticity, creative collaboration, and community engagement, they turned customers into fans and fans into unofficial ambassadors. The good news is that these strategies are not limited to billion-dollar corporations or global brands. In the era of social media, any business – from a local coffee shop to a boutique e-commerce store.

By implementing these lessons, you can start to build an influencer marketing strategy that not only reaches people but resonates with them. Who knows – with a bit of creativity and the right partnerships, your brand’s campaign might just become the next case study everyone talks about. In the meantime, keep an eye on what Dunkin’ does next (rumor has it they’re always brewing up something new), and above all, keep your marketing genuine and customer-centric. That’s the real recipe for long-term success in the age of influencers.