WHAT WAS THE CHALLENGE?
Zaxby’s is an American fast food chain with over 900 locations. Becoming their first retained influencer agency we worked with them to launch their new Zaxby’s Signature Chicken Sandwich.
This was the year that other big players; Popeyes, Chick-fil-a, McDonalds and more had very publicly waged war on each other and spent huge budgets launching and leveraging social in an attempt to dominate the market, so to say we were in for a challenge is an understatement!
WHAT DID WE DO?
Challenge accepted, the battle lines were drawn. We joined the all-agency team and initially focused our efforts on using hyper-local micro-influencers to drive huge uplift in sales in two key test markets; Tennessee and Kentucky.
Following the Instagram-focused test campaign we added a tier-one YouTube layer to the strategy and went big for the national sandwich rollout across 15 States. Our local market understanding was critical in positioning Zaxby’s as the cult challenger brand, joining the battle to wage war, guerilla style on the established elite.
WHAT WERE THE RESULTS?
We won the battle, but the war wages on. Some of our content and results from the campaign can be found below:
100%+ over achievement on all Key Performance Indicators
$50k+ in earned content value, including four TikToks with a combined 665k+ impressions
We achieved 9.46% overall Engagement rates across the campaign
The campaign had an overall 7.52% Click Through Rate
summer_pardi produced some amazing, engaging content for this campaign