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Tweet of the Week

Forced Influencer Marketing… Works!

September 6, 2022
Mae Rice

On TikTok, Doja Cat sang a Taco Bell jingle with… a grimace, honestly, and a disclaimer that it was “contractual.” But that wasn’t a marketing misstep.

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It’s true that there was a definite horror movie energy to Doja Cat’s TikToks about Taco Bell last week. Like she was being held prisoner?

“They want me to rap about Mexican pizza,” she says in the first TikTok, featuring a wall that is literally crumbling. “Just know it’s contractual… I know it’s bad!”

In the second TikTok, she drops a half-hearted rap jingle over a “monstrosity of a beat.” 

Our favorite bar is [checks notes] “I eat, I eat, I eat.”

She doesn’t look happy, the way she did as a rebellious clown in Taco Bell’s Super Bowl commercial. She’s visibly cringing. 

And the people love it!

The Doja Cat effect, by the numbers

Together, her two TikToks got… 

Our takeaway? 

Anyone assuming Taco Bell is unhappy with Doja, think again. The TikToks got people excited about Mexican pizza, and the joke was on her jingle — not the food. 

We pretty sure Taco Bell’s in on the joke, too; they posted a similar creative concept to their brand TikTok. 

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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