Dunkin' Donuts and Nano Influencers

• In 2019, Dunkin' Donuts ran a marketing campaign that wanted to capitalize on their coffee. To do that, they used nano influencers with 1,000 to 10,000 followers on Instagram.
• They wanted to specifically focus on a younger, digitally-centric generation.
• The campaign's posts "mainly focused on being realistic and relatable to the audience, promoting Dunkin’s new handcrafted espresso drinks."
• The campaign targeted roughly 1.1 million customers and received over 21,935 likes and a 5.2% engagement rate.

Starbucks' #RedcupContest

• Starbucks' #RedcupContest is one of the most well-know user-generated content campaigns.
• Starbucks asked "fans to submit cool photos of their coffees for the chance to win a Starbucks gift card."
• In fact, the campaign is also designed to drive revenue as customers have to buy a specially designed red cup in order for their photo to be eligible for the reward.
• The campaign is also very iconic because it has become a tradition for Starbucks to run that specific campaign for Christmas and New Years, which has helped them increase the buzz around their products even more.
• To date, Starbucks has generated over 30,000 unique photos on Instagram.