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Inside Dunkin’s influencer-marketing strategy, from hiring Charli D’Amelio to employees posting on TikTok

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Even before Dunkin’ was paying her, TikTok’s top star, Charli D’Amelio, was a superfan of the brand.

In many of her early videos, she’s seen holding an iced Dunkin’ coffee before breaking into a dance.

Click here to read the story at businessinsider.com.

Discussion Questions:

  1. What does it mean to have an “authentic” connection with consumers?
  2. Why might that be important?
  3. What is a target market?
  4. What is influencer marketing?
  5. Is influencer marketing the same thing as celebrity endorsement?
  6. Why do you think brands invest in influencer marketing campaigns?
  7. How might influencer marketing provide brands with an authentic way to connect with consumers?
  8. Who do you think Dunkin’ might be targeting by paying influencers to promote the brand on TikTok?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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