CLIENT: BURGER KING SA

ALWAYS ON CONTENT: SOCIAL MEDIA REBRAND

AGENCY: SOCIETY/KING JAMES

ROLES: CONCEPTUAL COPYWRITER AND STYLIST

SOCIAL MEDIA REBRAND
ALWAYS ON SOCIAL MEDIA CONTENT

When I first started working on the BURGER KING brand, the social media content included descriptive and long copy paired with unrealistic menu shots. I knew we could create always on content that would be more relatable and real for our audience. So, we took a risk and proactively pitched our new idea to the client: To showcase the product in a natural and authentic way that mirrors their behaviour on social media. We made a proposition to streamline the copy, to use an edgy but friendly tone, to shoot our own authentic images, and, to minimise the number of posts from 7x to 3x a week.

RESULTS

  • Organic likes per day increased by 80% 

  • Average number of likes per post increased by 28.77%

  • Average number of shares rose by 38.18%

  • Overall the average engagement rate per post jumped up by 20.46%

  • Used as a global benchmark for other Burger King markets

MY ROLE

I proactively researched the new look and feel for the content. When the rebrand was approved I came up with the concept of each image, wrote the copy, attended every shoot to style the photographs, and, finally, helped the designer choose the final images for each post.

  • LinkedIn - Black Circle
  • Instagram Black Round
  • Blogger - Black Circle
  • Twitter Black Round