An unconventional social media strategy for a fast food restaurant
Pullum Fast Food wanted to reach its audience in a new, informal and decidedly unconventional way.
The numbers
The challenge
Getting known online and connecting with a young audience.
The strategy
- Audience analysis and strategy planning
- An informal, irreverent, youthful editorial plan
- Restyling of the logo and social pages
Why this approach
A fast food brand speaking to a young audience cannot communicate like a traditional company: overly corporate social content is simply ignored. That is why the work started with an audience analysis, to understand the tone, language and references that this target recognises as its own.
The informal, irreverent editorial plan turns that analysis into concrete content, while the restyling of the logo and social pages gives the brand an image consistent with the chosen tone. Strategy, identity and content have to tell the same personality, otherwise the unconventional approach loses credibility.
The results
- In a short time the pages got people talking, attracting the right audience
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