Charlie D’amelio is more than a Tik-Tok star — She’s also a Hummus fanatic!

Charlie D’amelio is a 16-year-old from Connecticut who has over 62 million followers on Tik Tok and over 20 million followers on Instagram. She started off as a micro-influencer on social media, but she quickly became one of the most popular Tik Tok accounts and gained the role of a celebrity. She is most famous for the fun and simple Tik Tok dances she films. She promotes a fun-loving environment. She now has multiple fan pages made by admirers, dedicated fans, and a lot of attention. Because of this and because she is new to the industry and not at high demand yet, she is an ideal candidate for brand partnerships. Sabra thought so too when they hired Charlie to star in their SuperBowl commercial as part of their #HowImmus campaign. This campaign is all about connecting consumers to the brand and promoting all the different ways you can eat hummus.

This particular commercial featured a handful of other influencers, including D’amelio, and revealed how each of them preferred to eat hummus. Because of this partnership, not only was she featured in the commercial but she also posted on social media about Sabra Hummus.

The first post about the collaboration received over 4 million views and over 4 thousand comments. A subsequent post received over 13 million views.

D’amelio was most likely chosen to participate in this campaign not only because she is currently very popular among the younger generations and has millions of followers, but also because she promotes fun, positivity, and happiness on her platforms. That energy coincides perfectly with what the makers of this commercial want to portray. Based on their Tweets, Sabra seems to be an extremely personable brand. They are frequently posting polls and asking their followers questions, which makes it a very approachable and interactive brand. That sort of style fits very well with that of Charlie D’amelio because she is a very approachable celebrity who does what she can to connect with her followers.

The brand will most likely measure the success of the ad by tracking the engagement from each post by the featured celebrities as well as the number of engagements the brand receives on Twitter. They will most likely monitor KPIs such as reach (on each platform except Twitter), engagement, and share of voice. The brand could also potentially track the sentiment of the ad, but the nature of the advertisement is not controversial whatsoever, and it is not very likely, in my opinion, for there to be anything but a positive tone reflected by the social media mentions or comments.