Chipotle, the kings of TikTok challenges
Posted: Tue Jan 21, 2025 5:42 am
With 1.7M followers and 35M likes , Chipotle has made the choice to focus on TikTok in recent months. The brand's decision to invest in the social network is more than wise as generation Z represents more than 50% of its clientele and is particularly found on the platform. The company, moreover, realized that Generation Z takeaways were of the same value as millennials, but that Generation Z ordered 3-4 times a week.
In May 2019, Chipotle therefore decided to launch its first TikTok challenge, the #ChipotleLidFlip , during the summer, when its target consumers were on school holidays. At the same time, to increase the use of the hashtag and get as many people as possible to take part in the challenge, the brand also contacted Gen Z content creators who were avowed Chipotle "fans", such as Youtuber David Dobrik (18.3M subscribers on Youtube) to carry the campaign. His video, posted on TikTok, generated over 600K likes, 1700 comments and over 15K shares in just a few days!
Their first #ChipotleLidFlip challenge was taken up by hundreds of thousands of internet users around the world who tried their hand at the exercise by filming themselves in short videos while using the branded hashtag. Given the great success of this first challenge (the hashtag #ChipotleLidFlip now has over 328M views ), Chipotle quickly measured the effectiveness of Influencer partnerships .
In August 2019, the brand did it again and partnered with Loren Gray (49M followers on TikTok) for National Lawyer's Day with another hashtag challenge that was also a huge success:
KOL Loren Gray's video generated nearly 709K likes and over 5K comments, sparking a viral phenomenon around #GuacDance ,
In total, the campaign received 500M views and set a new record as the highest performing brand challenge in the US . The hashtag now has over 1 billion views ,
The TikTok challenge resulted in Chipotle's largest ever serving of guacamole, with over 800,000 servings of the condiment served .
Dunkin' creates an original drink, "The Charli", in collaboration with TikToker Charli D'Amelio
The famous donut brand Dunkin has created a signature drink with the famous TikToker Charli D'Amelio (136.3M followers on TikTok) . In September 2020, as part of their collaboration, Dunkin' launched “The Charli,” a new whole milk and caramel drink named after the content creator. The video of the influencer picking up her drink at one of the brand's drive-throughs has been viewed millions of times. For this collaboration, a dance challenge was also planned using an original soundtrack that was featured in over 22.5K videos .
The video posted by Charli received over 4.7M likes, 53K comments and 144K shares. The brand also posted a contest on its Instagram account allowing 5 fans to win a virtual meeting with the TikToker . The conditions? payroll directors email database Post a photo of themselves with the famous drink created as part of the partnership using the hashtag #CharliXDunkinContest and mentioning the brand. A good idea that allowed the brand to increase its visibility even more thanks to the numerous fan-generated contents.
The results of the collaboration far exceeded the brand's expectations, selling "hundreds of thousands" of drinks in the first five days of the campaign's launch. The launch day set a record for daily users on the Dunkin' Donuts app , where users could pre-order the drink for direct pick-up. The Influence Marketing campaign with TikToker resulted in a 57% increase in daily downloads of the app . That's a lot!
The company added that it saw a 20% increase in cold drink sales on the day of the launch, and a 45% increase in sales the following day. Due to the overwhelming success of this campaign, Dunkin' decided to collaborate with TikToker again the following year , for a second signature drink in partnership with the brand: the "Charli Cold Foam." A partnership that never ceases to amaze us!
Relying on celebrities or micro-influencers, inviting KOLs to co-create a collection or a product, setting up 100% digital or in-store campaigns, brands in the food sector definitely have a wide range of creative devices when it comes to Influence Marketing
In May 2019, Chipotle therefore decided to launch its first TikTok challenge, the #ChipotleLidFlip , during the summer, when its target consumers were on school holidays. At the same time, to increase the use of the hashtag and get as many people as possible to take part in the challenge, the brand also contacted Gen Z content creators who were avowed Chipotle "fans", such as Youtuber David Dobrik (18.3M subscribers on Youtube) to carry the campaign. His video, posted on TikTok, generated over 600K likes, 1700 comments and over 15K shares in just a few days!
Their first #ChipotleLidFlip challenge was taken up by hundreds of thousands of internet users around the world who tried their hand at the exercise by filming themselves in short videos while using the branded hashtag. Given the great success of this first challenge (the hashtag #ChipotleLidFlip now has over 328M views ), Chipotle quickly measured the effectiveness of Influencer partnerships .
In August 2019, the brand did it again and partnered with Loren Gray (49M followers on TikTok) for National Lawyer's Day with another hashtag challenge that was also a huge success:
KOL Loren Gray's video generated nearly 709K likes and over 5K comments, sparking a viral phenomenon around #GuacDance ,
In total, the campaign received 500M views and set a new record as the highest performing brand challenge in the US . The hashtag now has over 1 billion views ,
The TikTok challenge resulted in Chipotle's largest ever serving of guacamole, with over 800,000 servings of the condiment served .
Dunkin' creates an original drink, "The Charli", in collaboration with TikToker Charli D'Amelio
The famous donut brand Dunkin has created a signature drink with the famous TikToker Charli D'Amelio (136.3M followers on TikTok) . In September 2020, as part of their collaboration, Dunkin' launched “The Charli,” a new whole milk and caramel drink named after the content creator. The video of the influencer picking up her drink at one of the brand's drive-throughs has been viewed millions of times. For this collaboration, a dance challenge was also planned using an original soundtrack that was featured in over 22.5K videos .
The video posted by Charli received over 4.7M likes, 53K comments and 144K shares. The brand also posted a contest on its Instagram account allowing 5 fans to win a virtual meeting with the TikToker . The conditions? payroll directors email database Post a photo of themselves with the famous drink created as part of the partnership using the hashtag #CharliXDunkinContest and mentioning the brand. A good idea that allowed the brand to increase its visibility even more thanks to the numerous fan-generated contents.
The results of the collaboration far exceeded the brand's expectations, selling "hundreds of thousands" of drinks in the first five days of the campaign's launch. The launch day set a record for daily users on the Dunkin' Donuts app , where users could pre-order the drink for direct pick-up. The Influence Marketing campaign with TikToker resulted in a 57% increase in daily downloads of the app . That's a lot!
The company added that it saw a 20% increase in cold drink sales on the day of the launch, and a 45% increase in sales the following day. Due to the overwhelming success of this campaign, Dunkin' decided to collaborate with TikToker again the following year , for a second signature drink in partnership with the brand: the "Charli Cold Foam." A partnership that never ceases to amaze us!
Relying on celebrities or micro-influencers, inviting KOLs to co-create a collection or a product, setting up 100% digital or in-store campaigns, brands in the food sector definitely have a wide range of creative devices when it comes to Influence Marketing