Working with Chick-fil-A and its passionate following of fans has been a phenomenal experience
Columbus, OH (Vocus) September 17, 2010
The Social Advertising, Media and Marketing Awards (SAMMYS) has named Chick-fil-A’s social media campaign behind the launch of its Spicy Chicken Sandwich as the Best Social Promotion for a Product Launch this year. Chick-fil-A’s Facebook page, which boasts nearly 3 million fans, also won a SAMMY for the Best Brand Social Fan Page.
In February, Chick-fil-A tapped Engauge as its social media agency of record.
“Working with Chick-fil-A and its passionate following of fans has been a phenomenal experience,” said Jeff Hilimire, chief digital officer at Engauge. “Chick-fil-A’s marketing leaders know and understand the power of connecting with customers within social media and the sales benefit of creating brand advocates online. We love working with them.”
“Engauge plays a critical role in our effort to form deeper relationships with our customers. Their understanding of how to use social media and mobile to form true engagements with our raving fans is why we chose them as our social media agency of record,” said Michael McCathren, manager of interactive digital marketing at Chick-fil-A.
The second-largest quick-service chicken restaurant chain in the United States added the Spicy Chicken Sandwich to its menu on June 7, its first new sandwich and largest product introduction in 20 years. Engauge built awareness of the new Spicy Chicken Sandwich through the brand’s official Facebook page. Engauge created regular, timely wall posts promoting reservations for a free sandwich. The wall posts reached more than 1.5 million fans and inspired thousands of comments. Additionally, Engauge launched a popular Spicy tab, which counted down the days to the launch, and geo-targeted wall posts for specific markets with lower reservation numbers to drive additional awareness.
The campaign nearly doubled visitor activity on Chick-fil-A’s Facebook page. The initial Facebook wall post announcing the launch events generated more than 1.2 million impressions, more than 1,600 “likes” and more than 1,400 comments. Between May 31 and June 5, more than 1.2 million customers across the country tried the new Spicy Chicken Sandwich, all registering online to schedule a pickup time.
The SAMMY for the Best Brand Social Fan Page recognizes Engauge’s work to create a unique user experience on Facebook and design a sustainable social platform that allows for the continual growth of the brand’s fan base. The strategy of connecting with fans personally and providing a communication channel for wall posts, discussions, uploaded photos and participation in Chick-fil-A events has resulted in fan base growth from 1.2 million to 2.4 million in only six months.
One of the nation’s largest independent marketing agencies, Engauge is forging a new agency model dedicated to total engagement among people and brands. Engauge guides a growing roster of clients on the path to realizing the power of digital channels and untraditional marketing by melding technology, creativity and data-driven insights. The agency’s client roster includes Nationwide Insurance, DAD’S Pet Food, The Home Depot, Best Buy For Business, Chick-fil-A, Brown-Forman, Food Lion and more. Engauge, which has offices in Columbus, Atlanta, Pittsburgh, Orlando and Austin, is a portfolio company of Halyard Capital.
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