CAMPAIGN & ENGAGEMENT

CASE STUDY

SOUTH STREET BURGER CANADA - MTYGROUP

OBJECTIVE

Create greater engagement for the national brand of South Street Burger and, in turn, transfer that support to their franchises across Canada. 

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

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%

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.

FACEBOOK

+33.8k%

INSTAGRAM

+6.1k%

Integrating Octopus & Son into our national marketing strategy was incredibly smooth. Their willingness to adapt and share organizational & creative processes with such transparency helped build trust immediately. I went from fretting an external team to seeing them as one of our own, not something you get often.
Ryan Grant
Marketing Manager- The WORKS & South Street Burger

MOST SUCCESSFUL CAMPAIGNS

MOST ENGAGED

65.3%

National Burger Day is, as you can imagine, our greatest holiday and one we take advantage of. 

With over 3,700 engaged users between Facebook & Instagram, our metrics were as follows.

  • Likes | 662
  • Comments | 2,484
  • Impressions | 136
  • Shares | 136
  • IG Saves | 38
  • Engagement Rate | FB 65.3% – IG 21.5%

HIGHEST REACH

27,061

MOST SHARES

136

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.