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Popular Pays

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"Tech for influencer campaigns and content creation."

This company offers tech solutions for managing influencer campaigns and content creation. It connects brands with content creators to produce authentic media for platforms like TikTok, Instagram, and YouTube, ensuring a seamless execution of marketing initiatives.
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Popular Pays's Website Claims...
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AI-Powered Brand Safety
Popular Pays claims that their AI-powered tool ensures brand safety by scanning content and detecting red flags.
Seamless Campaign Management
Popular Pays claims that they streamline influencer campaigns from matching to tracking for efficient collaboration.
Diverse Creator Marketplace
Popular Pays claims that their platform offers a diverse database of creators for perfect brand fit in just a click.
BlurbSTAR Case Study
Doritos Dinamita & Popular Pays
Doritos engaged youth on TikTok with creator-driven campaigns.
91M
Total Views
11.63%
Video View Rate
1.
Situation
Need for Youthful Engagement
→
Engage younger, TikTok-savvy audience.
→
Introduce bold snack flavors.
→
Highlight brand's vibrant personality.
Doritos Dinamita, known for its bold flavors, sought to engage with a younger audience on TikTok to introduce its new product line including rolled chips and 'Sticks' flavors. This challenge required making a vibrant impression on Gen-Z and Millennials by highlighting the brand's personality and expanding its fan base among these demographics. Their objective was not only to increase awareness but to encourage product sampling through engaging and authentic content that resonates with the target audience.
2.
Task
Creating High-Impact Campaigns
→
Develop vibrant, creator-driven initiatives.
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Leverage TikTok’s viral potential.
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Align creators with brand image.
The task was to develop and implement a creator-led marketing initiative that would effectively introduce Doritos Dinamita's new flavors to TikTok users. The campaign needed to leverage the TikTok platform’s potential for viral discovery while embodying the brand’s adventurous and dynamic nature. This involved enlisting relevant creators who could authentically represent and enhance the brand’s image, thereby increasing its reach and popularity among target audiences.
3.
Action
Dynamic Creator Collaboration
→
88 TikTok creators produced unique content.
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Introduced engaging brand ambassadors.
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Created authentic, high-quality TikTok videos.
Working with Popular Pays, a TikTok Marketing Partner, Doritos Dinamita launched two strategic initiatives. The first involved 88 Gen-Z TikTok creators producing videos that displayed the snack's 'intensely unhinged' personality via chaotic snack recipes and bold reactions. These were used as Spark Ads to boost engagement. The second initiative introduced Dina and Mita, a brand ambassador duo, who 'crashed' creators’ videos to generate buzz. This involved rapid, high-quality content creation with participating creators, ensuring authentic and engaging content broadcast across the platform.
4.
Result
Achieved Record Reach and Engagement
→
91 million views achieved.
→
537,000 engagements on TikTok.
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Exceeded industry video view benchmarks.
The campaigns delivered beyond expectations, generating over 91 million views and 537,000 engagements on TikTok, with the ad's video view rate surpassing the industry benchmark by 11%. This remarkable achievement demonstrated the power of creator-led storytelling and strategic use of TikTok communities. The campaign effectively transformed Doritos Dinamita into more than a snack; it became a cultural phenomenon amongst younger audiences, establishing strong brand relevance in the marketplace.
Keywords
DORITOS DINAMITA
TIKTOK MARKETING
CREATOR-LED CAMPAIGNS
GEN-Z ENGAGEMENT
BRAND AWARENESS
SOCIAL MEDIA STRATEGY
The Blurbs FAQs
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1.
Do creators make a profile on your platform and authorize access to their social accounts?
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2.
Do you secure full rights in perpetuity to content generated on the platform as a default?
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3.
What types of content can be generated for UGC campaigns?
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4.
Does your platform provide filters to find creators based on specific criteria like engagement rate, audience demographics, or core competencies?
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5.
Does your platform facilitate collaboration and direct communication between brands and creators from project inception to content delivery?
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6.
Can creators submit content for brand review and approval directly within the platform, and does it support feedback and revisions?
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7.
How does your platform leverage AI or machine learning to enhance UGC creation, distribution, or performance analytics?
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8.
Can your platform manage distribution of UGC across multiple channels? Please list all channels available
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9.
Can your platform deliver UGC to major retailers like Walmart, Target, and Amazon?
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10.
What level of customer support and success management is provided to brands using your platform for UGC campaigns?
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