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OBJECTIVE Develop a social engagement campaign focused on the customizability of MOOYAH burgers. Encourage fans to experiment with new burger combinations, advertise the 25+ topping options and tie in the promotion with Valentines’ Day.
Utilizing a micro site, invite fans on a journey to find new MOOYAH favorites with free topping coupons and a $10 gift card awarded daily to fans who share their #SoulMeat.
THE INSIGHT For the average consumer, Facebook is used to connect with friends and family. Offers from favorite brands are great, but they work best when fun, engaging and simple. As Facebook has begun to limit marketers’ reach on its platform, each post needs to be carefully crafted to have the most impact among MOOYAH’s online following.
MOOYAH’s Facebook fans respond mostenthusiastically to images of juicy, messy
burgers and quirky humor. They want to interact with the brand, to see the person behind the company and enjoy being rewarded for doing more of what they already love: eating lots of MOOYAH. In comments we find that fans are looking for an excuse to eat more of what they know is a bit of a indulgence.
THE GOAL The best customer service ultimately makes a guest’s life easier and provides added value. Busy families may not have the time to be creative with new taste sensations, but we can create several combinations customers can choose from that will gain confidence and inspire experimentation in the future.
What is the experience we want to provide? Unleash the joy of eating what you love, exactly the way you want it. Add into the mix stylized-messy photography designed to inspire followers to explore MOOYAH’s extensive topping menu.
As the campaign will run for one month, messaging can be kept simple by promoting “searching” for a #SoulMeat a week or so before asking followers to “share” their burger bliss.
When it works, it works. Discover your burger chemistry here: mooyah.com/soulmeat
Jennifer found her #SoulMeat and won a $10 gift card. Share the MOOYAH burger of your dreams with #SoulMeat for your chance to win!
Looking for a burger match made in heaven? We’ve got your #SoulMeat right here: mooyah.com/soulmeat
Who needs a soul mate when you've got a #SoulMeat?
Dressed up or burger-next-door? Tell us which #SoulMeat is YOUR type.
Ladies, mark your #SoulMeat. Share true burger love and you could win a $10 gift card!
Do fried onion strings tug at your heart strings? Share your burger passion with #SoulMeat to win a $10 MOOYAH gift card!
MOOYAH Milkshake Challenge: Can you spot the difference?
Indecisive tastes amazing…delicious…both? #IndecisiveMOOsday #MakeUpYourOwn HolidayDay
This chubby bunny comes with fries. ‘Like’ if your Easter basket could use some MOOYAH!
The sweetest sidekick a burger could ask for. We love our sweet tea with a splash of lemonade. How do you take yours?
It might be an unlucky day for MOOYAH burgers, but it’s a very lucky day for stomachs everywhere. #Friday13th
‘The Fries Strike Back’ Now Playing at MOOYAH. #MayTheFourthBeWithYou
This burger is safe from getting pinched—but not eaten. Happy #StPatricksDay!
Just being prepared. #AlienAbductionDay
No malfunction here. Fried onion strings are delicious at any size. #SochiProblems
This Mardi Gras burger has regrets, but you won’t.
Always gettin' fresh with these buns. #SorryNotSorry
Who is wearing MOOYAH best? Cast your vote and you could win a $10 MOOYAH gift card!
And the Best Dressed of the 2014 MOOYAHscars is….
‘Like’ if you’re excited about 2014!
Fill your stockings with cookies and coffee this year. Order holiday gift cards online at nestlecafe.com!
Who says you can’t have dessert for dinner? Sweeten your Thanksgiving with a touch of Toll House!
Give your sugar lips something sweet…
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Getting ready for our Halloween party! How should we decorate the last two slices?
A little morsel of what we’re up to today! Happy #ChocolateChipDay
Two merry messages in one. Wishing you the warmest and brightest!
Are you ready for Halloween? For these ghoulish treats, simply press Nestlé morsels into fresh Toll House Café macaroons!
We just pulled a fresh batch of Brown-E's out of the oven! #Brownies #AprilFools
Heads or tails? Doesn't matter where you start, these cookies taste just as sweet!
Order some LOVE with the Nestlé Café app and receive 10% off with code SUGARLIPS
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