Kristin Clark, an alumna of the College of Communication & Information Sciences (C&IS), was recently named to the Forbes 30 Under 30 List in Marketing & Advertising. Clark, 28, was recognized alongside creative partner Matthew Low for her success in the creation of the brand partnership between Dunkin’ and TikTok star Charli D’Amelio that generated more than four billion impressions worldwide.
The partnership allowed for the creation of a new iced coffee drink inspired by the influencer’s go-to-order called “The Charli” to hit the menus of Dunkin’ stores nationwide. The campaign sought to incorporate elements that resonated with younger audiences on social media and created a natural partnership between the brand and D’Amelio.
“Working on ‘DunkinXCharli’ was a brand new experience for a lot of my colleagues and our clients. TikTok was a new thing. It was uncharted territory for many brands and creatives as well,” said Clark. “But what made it exciting was that the idea was so clear, authentic and real. No one had to question the authenticity behind our partnership.”
Charli D’Amelio is the most-followed creator on the TikTok app with over 138.4 million followers, and is widely recognized for posting dancing videos to trending songs on the platform with a Dunkin’ iced coffee in hand.
“It was the perfect partnership,” said Clark. “Of course it had its challenges, some clients didn’t even know what TikTok was, or who Charli was, and here we are asking them to put her drink on the menu nationwide. But the data we gathered was undeniable and ended with a stellar campaign that we’re all really proud of,” Clark said when asked about the creative direction of the campaign.
Clark graduated from The University of Alabama with a bachelor’s degree in advertising and digital art production in 2015. Since then, she has worked for BBDO Worldwide, an advertising agency headquartered in New York City, for over seven years, serving in different roles from intern to creative director. Throughout her time at the agency, Clark has worked on a scope of creative campaigns with brands ranging from M&M’s and Snickers, to pro bono projects with charities to help provide funding for the global education crisis.
She credits much of her success to the guidance she received from her C&IS professors. “My professors, from the start, always focused on teaching me how to operate and see a future for myself when my time at UA was up,” Clark said. “Not only was I supported and given the tools to be the best student I could be, but the best professional once I took those steps out into the real world.”
Clark advises current C&IS students and alumni alike to find what inspires them and chase after it. “You have the tools, knowledge and support around you to achieve anything. I wouldn’t be surprised if I saw any current C&IS students on the list in a few years,” said Clark.
To view Kristin’s profile on Forbes, click here.
To view the full Forbes 30 Under 30 List in Marketing and Advertising, click here.