Submitted by Reach AgencyAgency IPI Score 10/100

DiGiorno Rising Crust Original TikTok Song

Influencer Marketing

Reach Agency built an original TikTok song with creator Kyle Exum and seven other creators for DiGiorno Rising Crust, and the agency reports 220M views.

220MViews
11.5%Engagement Rate
22.2%View-Through Rate
20%CTR vs Industry Median

Case in 60 seconds

DiGiorno was already winning on social, the page says, but wanted to raise its cultural relevance with its target audience, which is harder for a frozen pizza brand to earn than reach or posting frequency.

The campaign turns on music as a shareable format rather than a product message, because an original sound gives TikTok users and creators something to reuse, so the brand moment travels inside culture rather than beside it.

Reach Agency turned the moment DiGiorno Rising Crust hits peak perfection into an original TikTok song, so the product cue became a track that creators could perform and reinterpret rather than an advertisement to watch.

TikTok creator Kyle Exum, with 7M+ followers, created an original song and video about DiGiorno Rising Crust, and seven other creators then put their own spin on the sound, turning kitchens into dance floors on TikTok.

Reach Agency reports 220M views, an 11.5% engagement rate and a 22.2% view-through rate, alongside a CTR 20% above the industry median, and the page describes a positive response from the TikTok community.

Strategy Breakdown

DiGiorno's target audience on TikTok and the wider TikTok community, among whom the brand wanted greater cultural relevance.
A frozen pizza brand that was already doing well on social still lacked cultural relevance with its target audience, so further brand posts alone would not close that gap.
DiGiorno supplied the product moment, Rising Crust reaching peak perfection, and left the song, the dancing and the tone to creators, so the brand appeared inside creator content rather than in front of it.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Reach Agency

Participation mechanic

  • Seven creators joined after Kyle Exum released the original song, each putting their own spin on the sound in their own videos.

Creator role

  • Kyle Exum — creator

Results & Evidence

MetricValue
Views220M views
Engagement Rate11.5%
View-Through Rate22.2%
CTR vs Industry Median20%

Why Reach Agency's strategy worked

  1. 1

    An original sound built around a single product moment gives a brand a reusable asset rather than a one-off post, because each creator who adopts the sound carries the product cue into a new audience.

  2. 2

    Pairing one large anchor creator with several smaller follow-on creators lets the anchor establish the sound while the others show its range, so the format is a trend rather than a single sponsored video.

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