If you haven’t dipped your toes into the world of influencer marketing, then you might be missing a vital piece to your marketing efforts. Nielsen’s Consumer Trust Index reports that 92% of consumers trust influencer marketing over traditional advertising. Not only that, influencer marketing content delivers 11X better ROI than other more traditional marketing tactics.
Forbes reports 30% of all internet users use ad blockers to remove distracting display ads. A Global Web Index survey revealed, 47% of consumers use ad blockers because ads are “irrelevant and annoying.” In order to adapt to streaming services and social media platforms, traditional marketing efforts have had to shift to fit consumer demand. When done well, influencer marketing is a relatively affordable way to build credibility, boost awareness, and drive qualified leads.
Photo by Dunkin’ Donuts
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Twice as Nice: Dunkin’ x Artist Equity x Ice Spice
In September of this year, Dunkin’ Donuts partnered with Artist Equity (led by Ben Affleck) and rap sensation Ice Spice for the inception of Dunkin’s newest seasonal beverage, the Dunkin’ Ice Spice MUNCHKINS® Drink. This collaboration, which premiered at the 2023 MTV Video Music Awards, spotlighted Artists Equity and Affleck’s innovative vision while lifting the curtain on the brand’s latest addition to its fall lineup.
Both Affleck and Spice collaborated to add some extra spice to the predictable pumpkin spice season by thinking up the Dunkin’ Ice Spice MUNCHKINS® Drink that blends their smooth and creamy Frozen Coffee we all know and love with its irresistible Pumpkin MUNCHKINS® Donut Hole Treats. Both the sweet beverage and the funny commercial they collaborated on received positive feedback from the public, garnering attention from media outlets, influencers, food reviewers, and pumpkin spice fans everywhere. We couldn’t think of a more iconic way to kickoff the pumpkin spice season.
Photo by Raising Cane’s Restaurant, LLC
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Post Malone x Dallas Cowboys x Cane’s
Post Malone, The Dallas Cowboys and Raising Cane’s. All words we never thought we’d read in one sentence- but earlier this year, the three beloved brands joined forces to create what is likely the most American collaboration known to man. A true Texan at heart, Post Malone grew up a fan of both Cane’s and the Cowboys- so when he got the chance to collab with his childhood favorites, he was goin’ big or goin’ home.
The partnership with Raising Cane’s began from a conversation between him and close friend Todd Graves, founder of Raising Cane’s. Growing up eating Cane’s, Post made a personal request to open a Restaurant by his home in Midvale, UT. Todd was excited about the idea and the duo kicked off the partnership with the Restaurant in Midvale, which was personally-designed by Post, and continued with the launch of a series of collector’s cups, National Chicken Finger Day skit, and ultimately led to the Dallas Cowboys x Cane’s crossover.
No restaurant brand has collaborated with a super star or sports team on this level, solidifying this collaboration as our top spot on this list.
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Patrick Mahomes x Whataburger
Photo by Chris Cabott, @chriscabott on Instagram
Keeping on the trend of football and fast food, both topics near and dear in our Texan hearts, Patrick Mahomes, quarterback for the Kansas City Chiefs, shocked fans when he announced he’d be joining a group of investors to openWhataburger restaurants in both Missouri and Kansas.
As a Texas native, Patrick Mahomes grew up on the signature flavors of the crowd favorite fast-food chain, Whataburger. His full-time life in Kansas City kept him away from his regular Whata-fixes, and thus sparked the dream to bring the taste of home with him to Kansas city. In September of 2023 he announced his plans to join hands with investor group and fellow Whataburger lovers, KMO Burger, to bring 30 Whataburger locations to Missouri and Kansas. Fans of both the player and the burgers can stay updated on opening locations on the KMO website.
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Chris Perez x Pizza Patrón
Photo by Pizza Patrón
In true Tejano fashion, Pizza Patrón celebrated its 20th anniversary in San Antonio with the most iconic collab. On October 28th, Pizza Patrón partnered with musician and Hot Sauce connoisseur Chris Perez for a 20 year Puro Party celebration. Guests were invited to a meet and greet with the locally beloved artist where they were invited to sample Pizza Patrón classics, and pair it with a spicy kick from the Perez Pepper Sauce, Chris’ own creation.
This celebration also marked the unveiling of a very special commemorative mural painted by the Texas based mural duo, Los Otros. The mural (pictured above) features Chris Perez and his former spouse, the Queen of Tejano, Selena Quintanilla, as well as the well-known Pizza Boss icon. If you ask us, nothing gets more Puro than this.
As you’ve seen, influencer marketing isn’t just a trend, but a powerful tool that’s reshaping the landscape of advertising. These collaborations are not just about celebrity endorsements; they’re strategic moves that leverage the influencer’s credibility and connection with their audience. These brands found success by identifying their audience, picking relevant influencers, and creating a campaign that resonates with the viewer. But a successful campaign doesn’t end there, once you’ve laid out your next viral campaign, be sure you pick the right Key Performance Indicators (KPIs) that will help you reach your brand goals and collect data that will make it easier to continue to scale and optimize your influencer program.
Sammis|Ochoa is a Texas-based public relations and digital marketing firm. We believe transparency and accountability are hallmarks of smart business. Our firm serves San Antonio, Houston, and Austin. To connect with us visit www.sammisochoa.com or call 210.390.4284.