Wendy's boosts brand awareness with social media

This report describes how Wendy's, the American quick service restaurant chain, is using social media to build mass awareness.

Wendy's boosts brand awareness with social media

Stephen WhitesideWarc

Building mass awareness has long been an essential goal for quick-service restaurant chains like Wendy's, where a mixture of convenience and being top-of-mind among hungry consumers is vital.

If TV once dominated these efforts, social media now has a central role in generating reach, too – especially with millennials. "We have these two forces in our marketing department: awareness and this deeper conversation," Brandon Rhoten, vp/digital and social media at Wendy's, told delegates at the Social Media World Forum 2014. "Social, for us, is a deeper conversation tool, and is...

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