Dunkin’ Runs on Social Media
Published on July 26, 2021, at 12:26 p.m.
by Lawson Colgate.
America runs on Dunkin’, and so do 36 other countries. Dunkin’, previously referred to as Dunkin’ Donuts, is known around the world for its baked goods and coffee. Rainbow sprinkled donuts and hazelnut lattes aren’t the only things Dunkin’ does best.
From its partnership with Amazon to create the Dunkin’ Donuts’ skill for Alexa in 2017, to the release of the Dunkin’ Emojis in 2019, the company continues to thrive in its public relations strategies.
Although it’s a coffee company at its roots, Dunkin’s consumers are its number one priority. Digital and donut innovation have been the two driving factors in improving the quality of its consumer experience. By adapting to its consumers’ wants and needs, for the past 71 years, Dunkin’ has successfully created a brand for itself not only in stores, but on social media.
Using influencers to promote its rebranding from Dunkin’ Donuts to Dunkin’, in an effort to engage new customers and increase sales, the company capitalized on millennial nano- and micro-influencers, those with 50,000 or less followers. Through authentic content, Dunkin’s influencers positively promoted its “Sipping is Believing” campaign in 2018.
This campaign was just the beginning of influencer strategies for Dunkin’. As TikTok grew, Dunkin’ did too. The company partnered with Charli D’Amelio, the 16-year-old TikTok star, and produced The Charli. The Dunkin’ Cold Brew with three pumps of caramel got TikTok fans buzzing. The partnership grew Dunkin’s target audience and sales through D’Amelio’s social media platforms.
D’Amelio’s brand loyalty and genuine love for the company are portrayed through the expansion of the partnership, with Dunkin’ launching The Charli x Dunkin’ merch collection in March 2021. A onesie, iPhone case, keychain and more allow consumers to show off their love for Dunkin’, just like D’Amelio’s.
Dunkin’ has managed to successfully stay relevant by always putting its consumers’ priorities first. Through social media campaigns and partnerships, Dunkin’ continues to create engaging content and experiences with its target audience at the core. America runs on social media, and Dunkin’ does too.