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
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Organic likes per day increased by 80%
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Average number of likes per post increased by 28.77%
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Average number of shares rose by 38.18%
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Overall the average engagement rate per post jumped up by 20.46%
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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.