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Case Study: Zaxby’s

In the year that McDonald's, Popeyes, Chik-fil-A and other big players dominated the social feed, we helped Zaxby's stand out in a crowd.

Platforms:

Instagram icon Youtube icon
$50k+ in earned content value
100%+ over achievement on all KPIs

Campaign Content

The battle lines had been drawn. Armed with our influencers across Instagram and YouTube, we geared up Zaxby's to take on some tough competitors.

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Introduction:

Zaxby’s is an American fast food chain with over 900 locations. Becoming their first retained influencer agency we worked with them to launch their new Zaxby’s Signature Chicken Sandwich.

The challenge:

With the fast-food sector’s biggest names engaged in a public war and spending huge budgets in an attempt to dominate the market, to say we were in for a challenge is an understatement!

The solution:

We joined the all-agency team and initially focused our efforts on using hyper-local micro-influencers to drive huge uplift in sales in two key test markets; Tennessee and Kentucky.

Following the Instagram-focused test campaign we added a tier-one YouTube layer to the strategy and went big for the national sandwich rollout across 15 States. Our local market understanding was critical in positioning Zaxby’s as the cult challenger brand, joining the battle to wage war, guerrilla style on the established elite.

We
Goat
This.

Do you need social media for your business but are finding the fast-changing industry daunting? Get in touch, Goat can help.

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THE RESULTS

7.52% Avg Click Through Rate
9.46% Avg Engagement rate
$50k+ in earned content value
100%+ over achievement on all Key Performance Indicators 

Photo Deck

Take a look through some of our best performing influencer content around the launch of Zaxby's Signature Chicken Sandwich launch.

Time to get started

The Goat Agency has over 8 years experience, specializing in social media marketing powered by influencers. To find out more about how we launch industry-leading campaigns across the world, contact us below.

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