Integrated Social Strategy
The Tea On Next-Level Social Strategy
The Challenge
Some of Bojangles’ largest franchises needed our help to cultivate customer loyalty and keep the drive-thru packed across the Southeast. We implemented paid and organic social strategies to connect with a diverse range of customers—from busy parents to college tailgaters.
The Solution
Creating A B-Line To Bojangles
We served up a 4-pronged approach to social media marketing that even the pickiest users couldn’t resist, leading to a 96% increase in overall user engagement with social content and a 27% increase in click-through rate across paid social (2023 YoY).
How we did it
In-House Content Capture
Local Targeting
Organic Social Strategy
Paid Social Strategy
Capturing Photography & Video In-House
Each quarter, we capture fresh photo and video content for the most relevant and timely content. In an ever-changing social media landscape, we have to stay on top of trends to hit the griddle while it’s still hot. As a result, our production process is nimble and adaptive.
Photo and video shoots are tailored to create content that feels native to each platform. Whether that means iPhone content that is edited in-app for TikTok or high-end productions for stunning product photography for Instagram, our in-house team works quickly and efficiently through the pre-production and post-production processes.
Creative Examples
Targeting Y’all With Local Messaging
The Bojangles audience is broad because, let’s be honest, who doesn’t love chicken and biscuits? To get specific, we identified core audiences and crafted unique content to resonate with each demographic’s needs.
- College Students: hungry tailgaters and roadtrippers
- Busy Families: parents looking for dinners on-the-go
- Job Applicants: potential hires for the Bojangles’ team
Influencer Marketing
To further localize our strategy, we partnered with NC Eat & Play, a leading voice in the regional foodie scene, for a giveaway. As a genuine fan of the Bojangles brand, the content creator helped us maximize our organic social presence. A single collaboration post was able to reach 45.8k users, drive a 12.3% increase in followers, and spark conversation.
Partnership Post Results
45.8k Reach
12.3% Increase In Followers
Sports Team Partnerships
Bo’s is a local favorite on game day. We sponsored college and professional sports teams in relevant markets, making the Big Bo Tailgate Box a staple at NC State, UNC, Duke, and ECU tailgates and a key stop on the way to Panthers football games.
Monthly Organic Content Calendars – Made From Scratch
Content from our quarterly shoots and creator partnerships are coupled with graphics and animations from our talented creative team.
We organize it all into a cohesive social media calendar — delivered monthly — with optimized posting dates and times to coincide with audiences’ peak activity times.
Each calendar takes into account the trending audio, hashtags, seasonal holidays, and ongoing insights from community management efforts.
2-3 Posts Per Week
10-12 Posts Per Month
144 Posts Per Year
2023 YoY Organic Social Results
65M Impressions
96% Increase In Engagement Rate
50% Increase In Post Links Clicks
814% Increase In Audience Growth
Adding A Side Of Spend
To round out the organic social strategy and build on its momentum, we amplify our message with paid media budgets to increase brand awareness, expand audience engagement, and drive in-store sales.
- We select and boost relevant organic posts, driving a higher post engagement rate and greater page interaction.
- With placements on Facebook, Instagram, and Snapchat, we meet hungry customers on platforms where they spend the most time. Our layered targeting strategy includes both food and sporting interests, along with retargeting tactics to remind those who have previously engaged with the brand of Bojangles’ delicious southern flair.
- In addition to monthly promos, we are able to use our dollars to effectively drive qualified crew and manager applications right from the social feed.
2023 Paid Stats over Meta and Snapchat
73.5M Impressions
120k Clicks
25% Decrease In CPC
27% Increase In CTR
SNAPCHAT LEVERAGE
Bojangles’ fans love using and sharing branded SnapChat filters. Our Valentine’s-themed filter had a share rate of 800% above industry average.
Looking Ahead
8 Years And Counting
From algorithm changes to economic ups and downs, social media for the QSR industry is ever-changing. While many creators and brands have struggled to navigate the tricky water, we’ve helped Bojangles come out on top.
For 8 years running, we have effectively cultivated and reinforced customer loyalty for this well-known Southern brand with fiery, cajun-fueled creative and a finely measured paid social strategy.
Creatively, they always bring their A-game and stay on top of trends, while still keeping with our company core values. Our 8+ year relationship continues to expand in other areas and I value the strong partnership we’ve created.
— Amanda Arnold, Director of Human Resources, Bojangles
