the goal: build social media following + engagement during a global pandemic
eegee’s is a 25+ unit quick-service restaurant chain, with locations in both Tucson and Phoenix, AZ. The eegee’s team worked with Vigor to boost their rebranding efforts and bring their new offbeat and easygoing brand persona to their audience.
Organic social growth is a challenge as old as social media itself, but with the additional hurdle of the pandemic we had to work overtime to build the brand and connect with consumers in ways that didn’t rely on selling food. Curated Spotify playlists, socially-distanced activations like scavenger hunts, and trending memes and social media efforts all fed the new eegee’s vibe of taking it easy, as well as built a reputation of being a “fun” brand.
mini highlight gallery of some of my favorite posts! click them to see the real-life engagement + my snazzy little captions.
the results:
eegee’s social media following grew by 18.2% that year, and engagement averaged approximately 5%. the response on social was reflected in record sales and increased check averages during the peak year of the pandemic.
For this project, I worked with the eegee’s team and Vigor’s Art Director to incorporate their monthly releases (menu items, merch, etc) into the content strategy, from social media posts to radio ads. I wrote all the social media captions, as well as came up with ideas for campaigns, marquee signage, activations, hero messaging, and other forms of engagement from august 2020 to march 2021.