Taco Bell
Taco Bell's entry into TikTok and expansion across Gen Z and Millennial audiences was orchestrated by Daniela Cubero, Senior Influencer Marketing Strategist at Brandlifts. Partnering with 25+ lifestyle, humor, and trend-based creators across Costa Rica and Panama, the campaign supported new product launches across 56 locations while building sustainable organic growth and brand affinity.
The challenge
Entering TikTok as a Gen Z native brand
Taco Bell needed to establish an authentic presence on TikTok while increasing brand relevance among Gen Z and Millennials in Central America. The brand had strong QSR recognition but lacked organic digital presence among younger audiences, particularly in emerging markets like Costa Rica and Panama.
The challenge was multifaceted: build a TikTok following from scratch, support product launches across multiple locations, maintain brand authenticity in a platform-specific context, and create viral moments that felt native to creator communities rather than corporate marketing.
The solution
Creator-first strategy, viral by design
Daniela Cubero designed a comprehensive TikTok growth and influencer strategy from the ground up — sourcing and managing 25+ creators aligned with brand tone, producing platform-native content, and coordinating product launch activations across multiple locations.
Rather than adapting traditional marketing content to TikTok, the strategy started with creator expertise and platform culture. Influencers developed original formats, participated in trending sounds, and demonstrated authentic brand integration through lifestyle content.
Campaign strategy
25+ lifestyle, humor, and trend-based creators were identified, vetted, and managed based on audience demographics, engagement authenticity, and platform expertise. Creators became ongoing campaign partners rather than one-off collaborators.
Creators received strategic briefs outlining campaign goals and product details, but maintained creative control over format and execution — preserving platform-native authenticity while ensuring brand alignment.
All creator content underwent review before publication. Approval workflows maintained brand integrity without compromising creator voice or content momentum.
New product launches across 56 locations were coordinated with the creator content calendar — ensuring amplified reach at the moment of in-store availability through real-use context demonstrations.
Branded events and activations were coordinated across both markets, featuring creator partnerships and community engagement — amplifying reach and creating shareable moments beyond digital channels.
Results
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