ENGAGEMENT
CASE STUDY
SOUTH STREET BURGER CANADA - MTYGROUP
Engagement
Objective
Create greater engagement for the national brand of South Street Burger and, in turn, transfer that support to their franchises across Canada. This increased engagement at the national level was strategically designed to cascade down, benefiting franchises throughout Canada.
1
Engagement & Posts
Understanding our audience properly meant our primary KPI of engagement could be met with value.
Our engagement rate increased by over 800% from the previous period and included an average of 2,900 engaged users per month.
We maintained this with a constant average of only 12 posts per month, focusing on the quality of posts rather than quantity.
ENGAGEMENT
47.3K
+811.8%
POSTS
193
2
Impressions & Reach
As with all marketing, the more eyes on our work the greater the probability of Engagement. However, Reach is not a free metric and we had a strict ad budget to follow.
Therefore, the successful metrics below are an indication of our defining the audiences, testing them, and then launching campaigns.
IMPRESSIONS
1.49M
+1,529%
REACH
1.2M
+1,512.2%
3
Growth
As with all things social, growth in followers is an anticipated by-product of great engagement, and our success here is evident.
Facebook saw an increase of 2,978 followers and Instagram, 2,768 over the course of 16 months. Averaging out to approximately 359 followers per month between the two channels.
We can all agree that a steady stream of followers is of more value than spikes with periods of none.
18K
+33.8k%
10.8K
+6.1k%
4
Successful Campaigns
MOST ENGAGED
HIGHEST REACH
MOST SHARES
MOST ENGAGED
HIGHEST REACH
MOST SHARES
5
Conclusion
We spent 16 months supporting South Street Burger’s National endeavours on social media and within that time, maintained a consistent upward momentum towards all our KPI’s, that of Engagement & Followers.
We part ways having created a benchmark of success for one of MTYGroup’s great brands.