How Digital Delane Helped BrunchBox Serve Up a Digital Growth
Brunchbox is a local burger joint in Portland with a goal to provide fresh, delicious food using local ingredients and friendly service. Brunchbox started as a food cart during the Portland food cart explosion and later on established a chain of brick and mortar locations.
Here’s how we’ve helped Brunchbox establish a social media presence that elevated awareness and drove both new and existing customers to its locations and mobile app.
SUMMARY
Brunchbox is a local burger joint in Portland with a goal to provide fresh, delicious food using local ingredients and friendly service. Brunchbox started as a food cart during the Portland food cart explosion and later on established a chain of brick and mortar locations.
Here’s how we’ve helped Brunchbox establish a social media presence that elevated awareness and drove both new and existing customers to its locations and mobile app.
OUR ROLES
The Portland area is packed with thousands of restaurants offering similar items, all fighting for attention of local customers. In the quick-service restaurant industry, increasing brand awareness is critical and notoriously difficult.
In order to understand how we could help improve Brunchbox’s social media efforts, we first had to explore their previous efforts. We explored their campaign structure and performance to identify areas we could continue to highlight, and areas to revamp entirely. We then concluded that we needed to reformulate their social media strategy and update their brand voice to maximize reach and engagement.
BRING MENCHES TO LIFE
WTH is Menches? After analyzing their most underutilized brand asset, we made their brand mascot a prominent feature. He will now take on a major role in communicating Brunchbox’s value and offering on social media.
Revamping Their Brand Voice
We began with identifying the key challenges in their social media communications. Then we outlined how we were going to structure each post as a mix of creative visuals and strong calls-to-action.
The core objective was to develop a brand voice that resonates with their target audience. We executed a deep psychographic analysis of their target persona and then implemented a colorful and playful tone that resembled actor Paul Rudd. Yes, Ant Man! He has a casual, fun, slightly sarcastic persona and we used him as a guide when revamping their brand voice.
Creating Mobile App Awareness
After a recent launch of their exclusive mobile app, we developed a creative campaign which generated excitement about the app launch. We also provided guidance around exclusive in-app offers to increase app usage.
Promoting Special Offerings
We use social media to engage with followers and get them excited for the upcoming offerings.
Promoting Menu Items
The objective was to make Brunchbox a fun to follow brand by engaging the followers with interactive posts. We used social media to create enticement around featured menu items.
Seasonal Promotions
Brunchbox is good in any season, and we focused on spotlighting that with our themed posts.
