Denny's launched the endless breakfast in June to drive customers in-store during the slow summer months in Dubai. The donut team was tasked with creating a social media presence that advertised and drew awareness to the limited-time offer in the best manner possible.
Team Donut adopted a content strategy that focused on providing visuals & animations that communicated the offer instead of graphic-designed posts that are text-heavy and typically not favored by the Instagram algorithm.
Our analytics team this decision after studying the data of the past content for Denny's and based on the analytical data across our many clients in a similar segment.
The creative team dissected the promotion and crafted imagery + videos + animations to display the campaign.
As seen in the screenshot, one of the posts alone generated 262 shares and over 34,000 impressions.
The Donut team also closely worked with the marketing & operations team at Denny's to track the effectiveness of the promotions at a restaurant level and ensure the success of the campaign.
When creating content on social media, the key metric that the team optimizes for is the number of shares.
Comments & likes don't really reflect how much the post resonates with the audience. A post that really means something you is a post that you share with your friends, spouse or family.
When analyzing content for its effectiveness, it's important to study the entire strategy. Content shared at the start of the promotion may work better than similar content shared in the middle of the month.
This does not necessarily mean that the content is bad, it could be that the timing for the second piece of content was not as relevant as earlier.
▶️ So to summarize, this is Team Donut's approach to using content strategy to sell a product: 1. Understand the product and the demography it speaks to. 2. Study past content types and analyze what worked and why. 3. Use the data to explain the product in an attractive & digestible manner. 4. Optimize content for share-ability.
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Donut Media is an F&B marketing agency that is passionate about working with food and restaurants.