Domino’s US Enters the Group Chat with TikTok Star Sydney Jo

​Domino’s and breakout TikTok creator Sydney Jo team up for her first-ever brand partnership - seamlessly integrated into her hit series The Group Chat. ​This is the first creator partnership that was led by WorkInProgress, in partnership with Domino’s in house social team.

The Group Chat has exploded in popularity thanks to Sydney’s hilarious, multi-character performances that bring the ups and downs of a chaotic friend group to life. Each episode takes place entirely in an apartment, making it the perfect setting for drama, gossip... and now, Domino’s.

This partnership is a great example of how brands can authentically show up in a creator’s world without disrupting the experience. Rather than a standard #Ad, Domino’s collaborated with Sydney to create a custom 'commercial break' episode - a bespoke piece of content that naturally blends into The Group Chat storyline. 

The result? A fun, playful moment where Domino’s takes on a realistic role in the narrative, all while keeping the tone and humour fans love.

Early Results:

• 2.5M views and 201K+ likes in just 48 hours
• Engagement continues to grow with comments like, (screenshots also attached).

• “Take note, advertisers!! This is what we want! Plugging a product AND continuing the storyline.”
• “Finally, a person who knows how to make a commercial not feel forced and actually part of the plot.”
• “This is what marketing SHOULD be. Natural, the way products actually fit into our lives.”

See more work from WorkInProgress here.