Turning Viral Fame into a Winning Partnership: Dieunerst Collin’s Journey with Popeyes

Do you remember the iconic Vine of a 9-year-old boy giving the side-eye in a Popeyes?

That boy is Dieunerst Collin who is now a college football player.

In 2023, Dieunerst committed to play football at Lake Erie College. Popeyes siezed the opportunity to partner with Dieunerst resurfacing the viral meme. Once again, Dieunerst became an internet sensation, but this time around, it was of his own making.

Much like Will Shipley and Chipotle’s story, Dieunerst posted his legendary meme on Twitter and Instagram urging his followers to get Popeye’s attention for a deal. Not only did it catch Popeye’s attention, but it also caused competitors like KFC and Buffalo Wild Wings to engage.

A few hours later, Popeyes struck a partnership with Dieunerst, effectively transforming a nostalgic meme into a mutually beneficial collaboration.

But what made this sponsorship so compelling?

First, Popeyes leveraged a cultural sensation that evoked heartfelt memories among their audience. This cultural phenomenon already aligned with the brand’s identity, so its reemergence amplified brand’s relevance and appeal.

For instance, the first piece of content created from the partnership was an Instagram video featuring Dieunerst speaking to his younger self about his journey from an unwitting meme to securing a student-athlete brand sponsorship.

The overwhelmingly positive response from the public further emphasized the appeal and admiration of this collaboration. Some comments include “Awesome story. Happy things turned in your favor” and “Y’all did that. I’m having Popeyes for dinner now.”

Secondly, Popeyes effectively integrated an athlete who already had a genuine fondness for their product. Dieunerst wasn't just a face for the brand; he was a fan. This authenticity resonated with consumers far more profoundly than mere celebrity endorsements or paid promotions.

From our conversations with student-athletes, we learned that they want to collaborate with the brands they already admire.

Take Ian Gunther, a gymnast at Stanford, for example. He shared that he seeks partnerships with brands he personally enjoys and has an interest in, such as chocolate milk brands.

In today's competitive influencer landscape, brands must listen to the insights and initiatives of their most passionate advocates. College athletes, like Dieunerst, possess an innate understanding of the brands they endorse, making them invaluable assets in crafting authentic and resonant marketing campaigns.

So, what can brands gather from the Dieunerst and Popeyes collaboration?

To begin with, pay attention to the athletes who already support and rave about your product.

Furthermore, embrace cultural sensations, memes, and trends that align with your brand’s ethos, as they can create powerful connections with an audience.

Lastly, remember that athletic success doesn’t guarantee partnership success. Focus on who is best aligned with your brand’s values and can authentically advocate for your product based on their own experiences and perspective.

In conclusion, the story of Dieunerst Collin and Popeyes serves as a compelling testament to the mutually beneficial relationship between brands and student-athletes.

By listening, engaging, and authentically aligning with their audience, brands can forge relationships that could create the best marketing campaigns ever.