Popeyes: Chicken wars

Popeyes, a fast food brand, used Twitter to promote its new chicken sandwich in the US.

Objectives

Our four objectives built on each other:

  1. Awareness: We wanted to build hype around Popeyes Chicken Sandwich and make it wildly famous. Popeyes wanted to generate five billion earned impressions in 2019 and hoped this would contribute significantly.
  2. Change perception/behavior: We wanted to increase new customers beyond our older (boomer) core fans who made up 42% of customers but only ate Popeyes as an occasional treat. We targeted two younger growth audiences (fast-food-loving families and trend-following suburbanites), and put an emphasis on Black Twitter. Black Twitter overlapped and connected both our core and fast-food-loving families and often started trends...

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