{"id":4255510,"date":"2024-10-10T09:28:15","date_gmt":"2024-10-10T07:28:15","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/melts-dir-eine-influencerinnen-kampagne-fuer-den-launch-der-neuen-melts\/"},"modified":"2025-06-23T09:42:21","modified_gmt":"2025-06-23T07:42:21","slug":"melts-dir-eine-influencerinnen-kampagne-fuer-den-launch-der-neuen-melts","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/de-dach\/case\/melts-dir-eine-influencerinnen-kampagne-fuer-den-launch-der-neuen-melts\/","title":{"rendered":"Melts Dir! Eine Influencer:innen Kampagne f\u00fcr den Launch der neuen \u2018Melts\u2019"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Pizza Hut<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Melts Dir! Eine Influencer:innen Kampagne f\u00fcr den Launch der neuen \u2018Melts\u2019<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/man-biting-into-slice-of-pizza.jpg\"\n\t\t\t\t\talt=\"A young man with a nose ring bites into a slice of pizza, the sun brightening his face\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Pizza Hut gibt es bereits seit \u00fcber 60 Jahren \u2013 und mit rund 19.000 Restaurants in 130 L\u00e4ndern weltweit sind sie eine der bekanntesten Pizzamarken weltweit.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Mit immer neuen Pizza Kreationen bleibt Pizza Hut auch f\u00fcr langj\u00e4hrige Kund:innen weiterhin lecker. <br><br>F\u00fcr den Launch des neuesten Produkts \u2018Melts\u2019 ist Pizza Hut auf DEPT\u00ae mit dem Briefing zugekommen, eine umfassende Social Media Awareness Kampagne mit insgesamt 40 reichweitenstarken Creator:innen auf TikTok und Instagram zu entwickeln.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Die Challenge<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Innerhalb eines \u00e4u\u00dferst kurzen Zeitfensters von nur zwei Monaten 40 erstklassige Influencer:innen zu finden und davon zu \u00fcberzeugen, sich der #MeltsDir Kampagne von Pizza Hut Deutschland anzuschlie\u00dfen, war eine anspruchsvolle Herausforderung. <br><br>In diesem kurzen Zeitrahmen war eine extrem fokussierte Recherche unerl\u00e4sslich, um passende Creator:innen zu identifizieren, die nicht nur inhaltlich, sondern auch im Hinblick auf ihre Werte und ihre Zielgruppenansprache mit Pizza Hut Deutschland \u00fcbereinstimmen. Dabei galt es, Pers\u00f6nlichkeiten zu identifizieren, deren Reichweite und Einfluss sich perfekt in die Kampagnenziele integrieren lie\u00dfen.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"904096688\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"7f8e45aa\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"7f8e45aa\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Schlie\u00dfen<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">The City&#8217;s Newest Cheese Pull\n\nWhere to get it and how it tastes \u2014 that&#8217;s what we&#8217;re checking out today.\n\nLet&#8217;s go! And a little spoiler up front: it&#8217;s also super affordable.\n\nWe&#8217;re at Pizza Hut at Potsdamer Platz. Since the beginning of October, they&#8217;ve had a new product we want to try today: the so-called Melts.\n\nBasically, it&#8217;s crispy baked dough folded over various fillings. Kind of looks like a pastry pocket.\n\nI tried the vegetarian version of the Melts with bell pepper, pepperoni, and mozzarella filling. On top, there&#8217;s an oregano-parmesan crumble.\n\nOh my god, folks \u2014 I loved it so much! The Melts are super crispy, a little bit spicy, but also slightly sweet thanks to the peppers. And they have the best cheese pull ever.\n\nBut that\u2019s not all: every Melts order comes with a dipping sauce. The vegetarian one comes with a spicy sweet chili sauce. Just dip the Melts right in. It\u2019s seriously delicious. Ten out of ten, folks!\n\nYou can get a pair of Melts with sauce for \u20ac6.90. They were so good \u2014 I even grabbed a few to go.\n\nNow tell me in the comments: have the Melts melted your heart yet? And who are you taking with you to try them?\n\nSee you next time.<\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Die Ziele<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Die \u2018Melts Dir\u2019 Kampagne von Pizza Hut Deutschland verfolgte zwei wesentliche Ziele. Prim\u00e4r lag der Fokus darauf, Awareness und Reichweite f\u00fcr die neuen Melts zu generieren. Durch die Zusammenarbeit mit den Influencer:innen sollte bestehenden Follower:innen sowie Neukund:innen eindrucksvoll vermittelt werden, wie lecker die neuen \u2018Melts\u2019 von Pizza Hut sind.<br><br>Ein weiteres zentrales Ziel der Social Media Awareness Kampagne bestand darin, ein hohes Engagement der Zielgruppe zu erreichen. Pizza Hut Deutschland legte dabei besonderen Wert darauf, dass die Kampagne eine breite Sichtbarkeit erzielt und die Zielgruppe dazu animiert, aktiv an der Kampagne teilzunehmen.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/pizza-hut-melts.jpg\"\n\t\t\t\t\talt=\"Close up of a cheesy, delicious Pizz Hut Melt with tomato dipping sauce.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Die komplette \u2018MELTsung\u2019<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Die von DEPT\u00ae entwickelte Strategie, humorvollen und zielgruppenspezifischen Content zu nutzen, erwies sich als \u00e4u\u00dferst wirkungsvoll, da sie besonders die Gen Z und junge Millennials (Zillennials), ansprach und das Interesse an Pizza Hut und dem neuen Produkt steigerte.<br><br>In Zusammenarbeit mit 40 Creator:innen wurden insgesamt 51 Content Pieces auf Instagram und TikTok erstellt. Die gro\u00dfe kreative Freiheit, die den Influencer:innen gew\u00e4hrt wurde, zahlte sich aus. Sie haben qualitativ hochwertigen und zielgruppengerechten Content produziert \u2013 eine authentische Herangehensweise, die sich als erfolgsentscheidend erwies.<br>Das Engagement mit den Creator:innen und deren Managements verlief durchweg positiv und unkompliziert, was sich positiv auf den Erfolg der Kampagne auswirkte.<br><br>Die Ergebnisse sind zum Dahinschmelzen:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>40 Creator:innen, die zur Kampagne und der Promotion der neuen \u2018Melts\u2019 beigetragen haben.<\/li><li>Reichweite von \u00fcber 14 Millionen Follower:innen.<\/li><li>Generierung von \u00fcber 150.000 Engagements.<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":46,"featured_media":4255511,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#E53238","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[42075],"case-category":[42476],"award":[],"person":[42076],"case-industry":[42477],"class_list":["post-4255510","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Eine Influencer:innen Kampagne f\u00fcr den Launch der neuen \u2018Melts\u2019\u00a0 - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"F\u00fcr den Launch von Pizza Huts \u2018Melts\u2019 hat DEPT\u00ae eine Social Media Awareness Kampagne mit 40 Creator:innen auf TikTok &amp; 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