Brief applause is what ignited the war of the chicken sandwich 2019. After the release of the chicken sandwich Popeyes, Chick-fil-A made an indirect jab the company on Twitter, and less than three hours later, received service. A sarcastic response.
Popeyes’ humorous response led to broad support for the brand, and further fueled a national conversation about what sandwich was better. The resulting 265.662 mentions of Twitter, coverage on radio, cable news, and most mainstream media and printed online at Popeyes earned him $ 65 million in value for the media. The sandwich two weeks after the launch, leading to an improvement of 10.2% in sales in the same store, the best performance of the brand in that metric over the past five years exhausted.
Popeyes kept this momentum responding to another Wendy’s tweet, tweets reacting to customers announcing details of replenishment, and making more excavations at Chick-fil-A.
We just wanted to do everything possible not to kill the environment says Bruno Cardinali a marketing executive at Popeyes, who says that every decision to join the conversation was deliberate and informed by her strategy.
It also notes that the combination of a quality product, a voice distinctive brand, and an integrated approach to social networking is leading to lasting results.
Achieving these levels of viral success is what every seller dreams of social networking, but how can you do it? How you can recreate the success of a campaign like this in your process?
Here are some tips based on this and other success stories of social campaigns.
Lead with a product or service attractive
Have outstanding products and services worth promoting is a requirement of any effective campaign on social networks since the quality of their offerings is what triggers a conversation.
It is important to spend adequate time to develop something that is truly amazing and really outstanding that encourages people to react, said Cardinali.
Cardinali said the chicken sandwich Popeyes was in production for four years before his release in 2019, with a process involving the creation of the sandwich, testing of products, finding the right suppliers, and training their more than 2,400 locations on preparing the sandwich.
For your organization, the process to develop a product that could be worth exceeding quality standards of the industry, running extensive testing quality control, or adapt to consumer feedback on a product category.
It is equally important for marketers to influence signals that influence the perception of the quality of the product, as the reputation of an organization, reference prices, and revisions third and presentation of the product.
Improve the presentation of a product is what the marketing team BarkBox, a subscription service for products for dogs can do when working with the design team behind the dog toy company. Designers ask whether or not we believe something has the ability to become viral, or how much of a photographic moment believe that people have with a particular toy, says Alexis Nelson, manager of social networks in BarkBox.
These suggestions can range from altering the appearance of an upcoming product to increase their performance on social networks, up recommendations on what to throw next. The image below its popular toy cactus got 1,700 comments and over 125,000 positive votes on Reddit, which is the kind of response that uses BarkBox to report on future products.
Integrate social networks throughout the organization.
A group chats WhatsApp is where marketing teams, legal and agency Popeyes communicate about their current social networking strategy says, Cardinali. Give priority to a source of communication for all relevant stakeholders in Popeyes helps ensure they have an integrated social networking approach across all departments.
A place to share your latest press coverage remarkable and important moments of pop culture content chat is a space to discuss opportunities to participate in social networks and keep track of the conversation. This chat is one of the reasons her team was able to generate an informed response to the infamous Chick-fil-A tweet in less than three hours.
A quick reaction BarkBox was also what led to the success of its response to the dilemma of the comparison is not anticipated for the product: service equipment to the customer noticed repeated inappropriate comments on your Facebook ad with the product and reported promptly to the social team its opinion on the next steps. Open communication between the two departments helped the company to quickly seize the moment to achieve a positive result.
Brands should seek to facilitate collaboration between departments delineating direct communication practices and choose easy to use tools. These strategic choices are what make each clap, talk, and campaign on social networks work, which benefits your business in the process.
These are some of the key elements that have helped these big brands to take advantage of growing trends and create cultural and shocking moments in social networks for their campaigns. The key is to keep abreast of the latest developments and respond quickly when an opportunity arises. And those opportunities are not always obvious, so it’s worth thinking outside the box and consider the ways in which each incident can be used as a branding opportunity.
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