Case Study: Krispy Kreme achieves 1.6M Instagram followers and 13× web sessions with TINT

Krispy Kreme Heats Up Engagement with TINT and UGC

Krispy Kreme, a long-standing doughnut brand with a highly shareable product and enthusiastic fans, faced the challenge of turning social media buzz into a sustained, reusable source of engagement and year‑round content. The marketing team needed a way to capture authentic customer moments and bridge the gap between digital posts and in‑store experiences to strengthen brand health and drive ongoing interactions.

Krispy Kreme implemented TINT to aggregate hashtagged user‑generated content (UGC) for campaign microsites, web pages and in‑store digital signage (examples: #hotlight, #krispykreemelove, #krispykreememoments). The approach boosted organic reach and content volume—resulting in 1.6M new Instagram followers, a 13x increase in web sessions (25K → 330K on National Donut Day), 100 days’ worth of curated content, and becoming the most‑mentioned national brand on Twitter.

Krispy Kreme

Kelley O'Brien

Director of Social Media