Generate nationwide awareness and hype for the relaunch of Domino’s Giant Doughnuts, highlight the new core flavours and produce viral, shareable content that generates social buzz and drives trial.
A diverse mix of macro and micro creators were engaged with strong resonance among food and family audiences. Creators were briefed to showcase the doughnut’s massive size within the first three seconds of their videos, a tactic designed to maximise scroll-stopping appeal and engagement.
A highlight of the campaign was flying creator @russ.eats to Domino’s HQ, where he produced a redemption-style in-store video that quickly became one of the top-performing pieces of content.
The campaign achieved outstanding results across TikTok and Instagram:
• 2.9M+ organic views
• 102K+ organic engagements
• 14K+ shares and direct messages
Engagement sentiment was overwhelmingly positive, with users praising the doughnuts’ novelty and size while tagging friends to try them. The strong response played a key role in the viral success of the relaunch and supported Giant Doughnuts becoming a permanent fixture on the Domino’s menu.
Red Yolk’s Food Influencer Marketing
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