FRIDAY THE 13TH VIRAL VIDEO

With just two weeks of experience under my belt at Krispy Kreme, I was handed full ownership of a one-day offer for Friday the 13th—a BOGO $0.13 Original Glazed Dozen deal, one of the brand’s most competitive promotions. Due to tight timelines, the campaign wouldn’t have gone live on social if I hadn’t executed it solo.

With minimal direction, I was given full creative freedom to bring the campaign to life. While I had been trained on Krispy Kreme’s brand best practices and the importance of offer-first messaging, I relied heavily on my own research into previous Friday the 13th activations and competitive promotions to shape the approach. I developed and produced a TikTok pre-awareness video designed to grab attention instantly, using eerie glazer footage, glitchy static transitions, and rapid cuts to highlight the offer front and center.

The video gained traction fast, earning 900K+ views within 24 hours. Based on this momentum, we put paid support behind the post, ultimately reaching 1.7M views. The campaign also contributed to a positive spike in sales for the day, making it a very successful promotional campaign.