Popeyes

With playoff matchups underway in January 2024, Popeyes needed to put its five permanent wing flavors into the football conversation. McKinney's ‘Wings for Wings’ campaign connected the product to a simple fan incentive: if a team with wings in its name, logo or mascot won the February big game, fans could get a free six-piece Wings order with an online or in-app purchase at participating restaurants in the U.S. and Canada.

The wider rollout also introduced Popeyes' first-ever big-game TV advertisement. The creator program brought the wing launch into TikTok and Instagram feeds through personalities and interests their audiences already followed.

My role focused on influencer strategy, credited by Ads of the World as Senior Influencer Strategist. The program activated eight creators across TikTok and Instagram, bringing together food, culture, music and sports perspectives rather than relying on a single type of creator.

Creator content connected Popeyes Wings with the interests and personalities of each audience. The roster included Lucas Lopez, Leo Gonzalez, Karen Mendoza, Oscar Perez, Elliott Norris, Jay Mendoza, Gilly Moya and Moochie.

The eight-creator program delivered 737.9K impressions, 68.5K engagements and a 9.27% average engagement rate. The campaign report also recorded 65.5K likes, 1,287 shares and 770 comments. These are creator-program results, not totals for the broader TV and promotional campaign.

The strongest audience fit pointed toward culture and sports creators for future wing promotions. Other takeaways included planning more collaboration and repost opportunities with content usage rights, and evaluating domestic audience fit alongside cultural relevance during creator discovery.

737.9K

Creator impressions

68.5K

Creator engagements

9.27%

Average engagement rate