Dunkin' Donuts Taps Vine Star Logan Paul for Loyalty Program Jolt

Millennnial Favorite to Post Videos, Tweets and Other Elements in Dunkin's First Social Celebrity Campaign

By Published on .

Logan Paul for Dunkin' Donuts
Logan Paul for Dunkin' Donuts Credit: Courtesy Dunkin' Donuts

Logan Paul's social media following may soon give a jolt to Dunkin' Donuts.

The social media star this week will begin promoting the Dunkin' Donuts app and the chain's DD Perks loyalty program in various posts. It marks the first time Dunkin' is turning to a social celebrity for marketing.

Dunkin' Donuts and longtime agency Hill Holliday worked with Mr. Paul and Collective Digital Studio, which represents him, on the effort.

The promotional push quietly kicked off Monday, when the chain added a Logan Paul-themed Dunkin' Donuts gift card to its mobile app. Next, Mr. Paul will post a Vine and other social media elements on platforms such as Twitter and Snapchat to promote the app and the DD Perks loyalty program.

Mr. Paul is one of the most-followed personalities on Vine, with more than 8.7 million followers. He also has a large following on other social media platforms, including more than 5.4 million likes on Facebook, 2.4 million followers on Instagram and 615,000 followers on Twitter.

"This is a celebrity for the millennial generation" who is "very meaningful" for a group that Dunkin' might not typically reach, said Jeff Zannella, VP-associate media director at Trilia, a media agency owned by Hill Holliday that worked on the effort.

Mr. Paul is set to post a variety of content through his various social channels this week. The brand said Mr. Paul is a "true fan" of Dunkin'.

"This is a paid relationship, but at the end of the day, it's all about authenticity," Mr. Zannella said.

The effort comes as Dunkin' tries to get more people to sign up for its loyalty program, which had 3.6 million members as of late October. DD Perks requires people to have a Dunkin' Donuts card and includes offers such as a free drink for signing up. Dunkin' and other chains have found that loyalty program members are often enticed to visit more often or spend more per visit depending on personalized offers that are sent to them.

Mr. Paul was briefed on talking points and the value proposition of the app and DD Perks, then it was up to him to create what he thought would resonate with his fans in a way that was "on brand and on message," said Mr. Zannella.

Mr. Paul's posts often involve physical humor and relate to current trends. In late October, for example, he used Adele's new hit "Hello" in posts that showed him running out of cereal and almond milk. The Facebook version of that post had more than 421,000 likes and was shared more than 118,000 times.

Mr. Zannella said Mr. Paul's direct relationship with his fans could be a powerful way for Dunkin' to connect with millennials, especially if it is done in a way that appears true to his persona.

Most Popular