This week, Dunkin’ Donuts announced they will be partnering with Vine star, Logan Paul, to raise awareness among Millennials for the brand’s app and loyalty program, DD Perks.
The Vine star is one of the most followed on the channel with 8.7 million followers and millions of fans on other platforms. During the partnership Paul will create his own content to promote DD Perks and their mobile app on his social accounts.
While celebrity endorsements aren’t a new marketing trend, where brands are finding them and what qualifies someone as a good endorser has changed. Millennials seek more authenticity and meaningful connections from endorsers. While the partnership is paid, Dunkin’ Donuts assures Paul is a “true fan” of the brand.