“We resonated with a younger audience in a way that's tough to duplicate through traditional advertising and media partnerships.”– Lindsay Morgan, Chief Marketing Officer, Pizza Hut
When a customer starts yelling, it’s usually a good sign that something has gone wrong. But Pizza Hut partnered with Oneya D’Amelio, a.k.a. AngryReactions, to give its TikTok-inspired #ForYouPizza campaign a shout out. He created his own personalized pizza recipe, available in-store, and spread the word with his signature style of benevolent rage. “When I was a child, me and my dad would always go to Pizza Hut and get a sausage pizza, and it was my idea. He added the ham, banana peppers, and the Buffalo sauce,” D’amelio says. “I grew up eating Pizza Hut, so it felt like home for me.” Viewers said it didn’t feel like an ad. “We were really intentional about making the campaign feel native to the platform, so it was nice to see it received that way,” Morgan says. The brand asked fans to respond with their own three-topping creations, and suggestions poured in. “We loved how the platform brings out creativity in everyone, from our team members to our customers,” she adds. Engagement was double what the brand expected, and site traffic spiked 50% on launch day, driving the #ForYouPizza hashtag to more than 7 billion views—and thousands of different recipes.
"It’s an honor to have an impact. With great power comes great responsibility."– Oneya D’Amelio
Q&A with Lindsay Morgan,Chief Marketing Officer, Pizza Hut. How have your preconceived notions about TikTok changed?
I used to think it was only for younger Gen Z “kids,” but there are subtoks for anyone. I am way deep into #FoodTok and #PlantTok. I’ve gotten a few fashion and cleaning tips, too!How did this come to be a TikTok-first idea?
Personalization. Our pizzas are customized to your taste and TikTok is “For You"—so in that way, the idea was built for the TikTok community.What was TikTok’s impact on your brand?
We resonated with a younger audience in a way that's tough to duplicate through traditional advertising and media partnerships. We know we've broken through when we're hearing from our team members and younger fans about a campaign, and this was no exception.How does your experience as a brand on TikTok differ from other channels?
TikTok leverages sound and music in a totally different way that can bring entertainment into your content in a really fun, fresh way for our creators and agency partners.Have you ever had a #TikTokMadeMeBuyIt moment?
For sure! I think we are influenced more than we’d like to admit. I have bought a dog splash-pad for my German Shepherd (it gets hot in Texas), and I’ve made the famous feta pasta dish.
"It's incredible how fast the algorithm can figure you out. It's embarrassing how often I get the 'You should take a break' message, but I learned the correct way to pop an avocado seed out—no knife needed!"– Lindsay Morgan, Chief Marketing Officer, Pizza Hut