Blog Post 2: Case Study Wendy’s Social Media
When you think of Wendy’s social media presents, I think of Twitter mainly. We have known them with their crazy funny tweets or roasting the competition or fans. With the uses of humour, brand awareness, authenticity and an odd method to drive consumers to buy their burgers. In my opinion, it’s a unique and cool social media/marketing strategy that captures the number 1 spot for the World’s Most Innovative Companies list in Social Media on Fastcompany.com. In the social media market, getting more engagement is key to be successful in the market.
Let’s look at some examples of Wendy’s tweets of their style, ranging from sassy to funny/sarcastic tweets. A great example of social media success is Carter Wilkerson’s Tweet asking for Wendy’s for free nuggets. This resulted in the World Record for most retweets on Twitter in 2017 (currently at 3.37 Million retweets ranked third). That brought success and increasing popularity for Wendy’s or them roasting their customers.
Another successful case is with a rap battle with Wingstop in March 2018. With the uses of Spotify, they released a mixtape titled “We Beefin?” containing five tracks. Which in my opinion isn’t too bad and that redhead can rap. But one of their song ‘Rest in Grease’ reached the #1 spot on Spotify’s Global Viral charts.
One thing I can say is that the brand is not afraid to throw shade on its competitor. For example, McDonald’s; the biggest and leading company in the fast-food industry. Wendy’s roasted McDonald’s accidental tweet for Black Friday 2017. That is just mean but true LOL. This creates huge engagements in terms of retweets and replies to the brand.
Another funny example is when Wendy’s roasting Hardees then getting blocked.
Wendy keeps a consistent tone of voice especially with their target market and communication to reach the audience. Which is mainly millennials. Also posting frequently and using a variety of different content. Keeping consistency is key to allow them to keep engagement high and their momentum going. But it’s not easy to achieve, most brands fail at this; they’ll have one great campaign, get a ton of attention, and then it all kind of tapers off.
A unique thing that Wendy’s does is being relatable. Instead of having a priority of advertising, they start having conversations with people. This creates an environment that makes customers/users comfortable and wants the brand. This creates loyalty or a fanbase that really want to consume Wendy’s brand and its content.
Without a doubt, Wendy’s has successfully leveraged the potential of Twitter and change the game of social media for its brand. With the customer base growing and profits increasing, other brands or companies should follow suit and should focus on a unique social medial strategy. They have to achieve one of the strongest relationships and followings with their fans. As it doesn’t roast people nowadays, Wendy’s is more of a friend that caters to its followers than the masses.
Sources:
https://twitter.com/Wendys?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
https://medium.com/swlh/a-tribute-to-wendys-awesome-social-media-strategy-7f55a66bcf94
https://www.fastcompany.com/most-innovative-companies/2019/sectors/social-media
