Best Food Industry Online Campaign

We wanted people to get excited about the launch of Little Caesars Pepperoni Stuffed Crust pizza. And when it was being released in the spring of 2021, everyone was starting to travel again, go to concerts, and get back to normal life. But, that didn’t mean life’s responsibilities went away.

So we decided to do something about this, and naturally went to TikTok to introduce the world to stuffed doppelgangers. Life-sized dolls that look exactly like you, stuffed full of nine feet of felt pepperoni and cheese that can do all the boring stuff for you. They can sit in on Zoom calls and do chores all day while we live our best lives.

We identified creators who were a good brand fit — aka willing to get weird with us — and sent them their very own stuffed doppelganger to help “smooth over” the transition to post-pandemic life. We also “recruited” a superfan on our TikTok channel with a guessing game and followed him and only him. That’s when stuff got crazy.

Our winning fan, @westheghost had an incredible doppelganger unboxing. The content went viral on TikTok and spilled over into other platforms like Reddit, Twitter, and Instagram.

The campaign paid off with 82M+ combined video views, 3.5M+ video likes, and 20K new followers on TikTok. And it paid off for @westheghost, too. His followers went from just 2K to 70K, and he got 8.5M+ organic video views. And his TikTok video ended up as #2 on Reddit /mildlyinteresting.

Contributors:

MCKINNEY

Website: https://mckinney.com/

Location: United States