Donut King Fries
TRIBE ran an influencer marketing campaign for Donut King's fries range in which 15 creator posts reached combined followers of 848,489 across a millennial target.
Case in 60 seconds
Donut King was selling a fries range on a limited run, with the brief stating the range ends 02 July, so content had to be produced and published inside a short window before the product left menus.
The campaign appears to turn on fries reading as unexpected from a doughnut brand, because the commenter reactions the page reproduces treat the item as a novelty and a fusion rather than as a routine menu addition.
Put the fries in the hands of creators whose own audiences sit in the millennial group Donut King named, so the product is introduced as something worth trying rather than as a menu announcement.
Creators submitted posts featuring DK fries under a brief that named millennials as the target group, ruled out using young children for the product, and optionally let creators pass on a promotion of a small coffee for $1 with Donut King Fries.
TRIBE reports 15 creator posts against combined followers of 848,489, with 14,720 likes and comments, engagement of 1.73% and an average CPE of $0.10 across a range of 0.08 to 0.14.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators could optionally extend their followers a promotion of a small coffee for $1 with Donut King Fries, giving the audience a purchase to act on rather than only a post to watch.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.08 $0.10 0.14 | engagements |
| combined followers | Combined Followers 848,489 | performance |
| creator posts | Creator Posts 15 | content_pieces |
| engagement rate | Engagement 1.73% | engagement_rate |
| likes and comments | Likes & Comments 14,720 | performance |
Why TRIBE's strategy worked
- 1
A brief with a stated end date, here the range ends 02 July, sets the publishing window for creators as well as the sales window for the product, which makes timing a casting criterion rather than an afterthought.
- 2
Naming an exclusion in the brief, in this case avoiding young children for the product, does casting work in advance because it removes a content type before submissions arrive rather than rejecting it afterwards.
- 3
Making the offer optional, the small coffee for $1 with Donut King Fries, lets creators who have a promotional register use it while creators whose audiences would resist a coupon are not forced into one.