On the Border Mexican Grill and Cantina was a great brand with a scale problem. With locations coast-to-coast but not enough scale to be considered “national,” it suffered from low awareness as a result of a well-planned, but always-spread-too-thin media budget. Owned social channels like Facebook and Instagram offered promise, but needed some discipline put towards them to work as hard as they should.
On the Border (OTB) had a loyal customer base of “inspired instigators,” those friends that can always talk you into a margarita after work or— what the hell— splitting a dessert. Because of them, OTB enjoyed overall positive sentiment and strong engagement in social channels. In fact, there was only one problem that would occasionally rear its head with OTB’s fans: the women that loved the brand did not love one of the brand’s biggest promotions— endless enchiladas. “Endless” was dude territory. And OTB’s fan’s and followers were 80% female.
To use social to drive store visits, OTB needed to flip the script and create content that would not just appeal to younger men, but be something they would want to share. Using behavioral insights and social monitoring data, a video was developed that would borrow the format of the “fail” and “prank” videos so popular with men while driving awareness of On the Border and its promotion.
• On The Border saw an unprecedented +424% growth in user engagement rate, reaching over 20.5 million users in 6 months across social channels Facebook, Twitter and Instagram.
• Additionally, we achieved a 65% positive sentiment for the brand and a 58% lift in total men reached.
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