Case Study: Doritos achieves viral Gen-Z engagement with Popular Pays

Doritos ignites Gen-Z with 61M views using Popular Pays

Doritos faced the challenge of launching its Dinamita snack to a Gen-Z audience on TikTok, requiring cultural fluency and a move beyond traditional marketing. The key challenge was turning the product launch into a viral cultural phenomenon by finding creators who could authentically embody the brand's "intensely unhinged" energy. To achieve this, they partnered with the vendor Popular Pays.

Popular Pays developed a strategy built on chaotic creator curation, unleashing creative freedom, and mastering the TikTok algorithm. The solution successfully activated 88 Gen-Z creators, resulting in 61 million total views and 428,000 engagements. This transformed the launch into a cultural moment, achieving lasting impact and genuine connection with the target audience.

Doritos