Key Result
Total views generated
Total engagements achieved
Video view rate (11% above benchmark)
Total production timeline
Client Background
Doritos® Dinamita® launched with spicy rolled tortilla chips and exciting new 'sticks' flavors, but needed more than great taste to break through TikTok's crowded feed. Enter Dina and Mita—the brand's quirky, no-nonsense ambassadors designed to disrupt feeds in the most unexpected ways while showcasing both classic rolled chips (Chile Limon, Flamin' Hot Queso) and new sticks line (Tangy Fiery Lime, Hot Honey Mustard, Smoky Chile Queso).
The Challenge
Breaking through TikTok requires more than traditional product placement—it demands authentic integration that feels native to each creator's content style. Dinamita® needed to showcase multiple product lines while maintaining the unexpected, disruptive energy that defines the brand.
The reality: coordinating Dina and Mita's appearances across six different creators' homes, ensuring authentic content integration that didn't feel forced, and executing high-quality production within an impossibly tight 48-hour timeline.
Success meant surpassing company benchmarks while creating buzz that positioned Dinamita® as a must-try snack for Gen-Z and Millennial audiences.
Key Challenge: Executing a 6-creator takeover campaign in just 48 hours
Key Result
Total views generated
The Strategy
Popular Pays enabled Dinamita®'s explosive success through three strategic pillars:
Strategic Creator Curation
Six TikTok creators selected for their unique styles and engaged audiences: Jake Shane (@octopusslover8), Cost n’ Mayor (@Cost_n_Mayor), Soffie Dossi (@sofiedossi), Ale Rosario (@alejandrorozario), Mitsy Anderson (@mitsy270), and Alex Cottrell (@latryguy). Each brought distinct content styles perfect for authentic Dina and Mita integration.
Character-Driven Authenticity
Dina and Mita were seamlessly integrated into each creator's typical content style, creating unexpected and delightful moments that felt natural rather than scripted. The ambassadors' no-nonsense personalities perfectly matched each creator's authentic voice.
Lightning-Fast Execution
48-hour production blitz with Dina and Mita traveling to creators' homes for personalized filming. This agility ensured high-quality, authentic content while maintaining campaign momentum and creator excitement.
Key Result: 11.63% Video view rate (11% above benchmark)
Results and Impact
The Dinamita® campaign delivered exceptional results that exceeded all company benchmarks:
[.lf-cs-result-wrapper]30M Total views across TikTok[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]109K Total engagements generated[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]11.63% Video view rate (11% above company benchmark)[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]48-hour Production timeline successfully executed[.lf-cs-result-wrapper]
The campaign proved that character-driven authentic integration could drive both engagement and performance metrics. Dina and Mita's unexpected appearances resonated deeply with TikTok audiences, creating buzz that elevated Dinamita® as a standout snack brand while demonstrating the power of agile, creative execution.
Key Learnings
Character Integration Drives Authentic Engagement: Seamlessly weaving Dina and Mita into creators' natural content styles created delightful, unexpected moments that felt genuine rather than forced.
Agile Execution Amplifies Impact: The 48-hour production sprint maintained campaign momentum and creator excitement, resulting in higher-quality, more enthusiastic content.
Strategic Creator Diversity Maximizes Reach: Six creators with distinct styles and audiences ensured broad appeal while maintaining authentic brand representation across different content formats.
Benchmark-Beating Performance Validates Strategy: 11.63% VVR (11% above benchmark) proved that authentic character integration outperforms traditional product placement approaches.
