A popular quick-service restaurant came to Sway Group with several goals for a comprehensive 2022 TikTok strategy: increase overall brand awareness, highlight featured/seasonal products and merchandise, and drive brand loyalty app downloads and usage.
The Sway Solution:
We started by sourcing a variety of diverse TikTok influencers: those who could share their genuine fandom for this restaurant in multiple creative ways over time (functioning as brand ambassadors), and additional content creators who could contribute single posts at key moments throughout the campaign.
Influencers were organized into three groups. Two groups served as ambassadors, creating a series of videos throughout the year that promoted the brand’s limited-time offers and/or merchandise, as well as highlighting the benefits and special offers available in the brand app. The remaining influencers each created a single video showcasing a niche menu item.
TikTok content was structured to be a natural fit with the influencers’ typical content and natural storytelling styles, while integrating brand messaging and strong calls to action for audiences to click through to campaign landing pages.
One popular video was a skit featuring the creator’s family, with her young kids slapping down cash for Mom and Dad’s ‘date night’ at the QSR, Dad scrolling the app to make their order, and the final scene of Mom and Dad enjoying their meal in the car — only to discover the kids have snuck into the backseat.
The top-performing social content was amplified with a paid social strategy that prioritized video views and engagements, in order to extend the overall campaign reach with additional target audiences.