Key Result
Total views generated
Total engagements achieved
Gen-Z TikTok creators activated
Cultural moment success rate
Client Background
Doritos® Dinamita® launched with five explosive flavors and bold packaging designed to capture Gen-Z's chaotic energy. The mission was clear: establish Dinamita® as the hottest must-try snack by authentically connecting with TikTok's younger audience through their native language of creativity and chaos.
The Challenge
Launching to Gen-Z requires cultural fluency, not traditional marketing. Dinamita® needed creators who could authentically embody its "intensely unhinged" personality while achieving viral reach across millions of TikTok users.
The reality: finding 88 Gen-Z creators who naturally matched the brand's chaotic energy, encouraging authentic creativity while maintaining brand alignment, and leveraging TikTok's algorithm for maximum viral potential.
Success meant more than views—it required creating a cultural moment that positioned Dinamita® as the perfect match for Gen-Z's bold energy.
Key Challenge: Turning a product launch into a viral cultural phenomenon
Key Result
Total views generated
The Strategy
Popular Pays enabled Dinamita®'s viral success through three strategic pillars:
Chaotic Creator Curation
88 Gen-Z TikTok influencers carefully selected for authentically embodying Dinamita®'s unhinged energy. Each creator was chosen for their genuine connection with audiences and natural ability to create viral, chaotic content.
Creative Chaos Unleashed
Influencers were encouraged to showcase unhinged confessions, chaotic storytimes, inventive snack recipes featuring Dinamita®, and over-the-top reactions to the bold flavors. This perfectly mirrored the brand's "intensely unhinged" personality.
Viral Algorithm Mastery
Strategic combination of organic creator content with Spark Ads to maximize TikTok's algorithm potential. The campaign leveraged duets, shares, and comments to naturally connect with millions of users.
Key Result: 61M Total views generated
Results and Impact
The Dinamita® campaign transformed a product launch into a viral cultural phenomenon:
[.lf-cs-result-wrapper]61M Total views across TikTok[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]428K Total engagements generated[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]88 Gen-Z creators successfully activated[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]Cultural moment status achieved[.lf-cs-result-wrapper]
Beyond the impressive metrics, Dinamita® became more than just a snack—it became a Gen-Z cultural event. The authentic creator content generated sustained buzz and cultural relevance that extended far beyond the initial campaign period, demonstrating how authentic brand-creator alignment can drive genuine viral success.
Key Learnings
Authentic Creator Alignment Drives Viral Success: Selecting 88 creators who naturally embodied Dinamita®'s chaotic energy resulted in content that felt genuine rather than sponsored.
Creative Freedom Fuels Engagement: Encouraging unhinged creativity and over-the-top reactions created highly shareable, entertaining content that resonated with audiences.
Platform-Native Strategy Maximizes Reach: Leveraging TikTok's algorithm through organic creativity combined with strategic Spark Ads achieved massive viral potential.
Cultural Moments Beat Traditional Advertising: Positioning the launch as a cultural event rather than a product announcement created lasting impact and genuine Gen-Z connection.
