Product/ Service
Popeyes, a restaurant chain renowned for its Louisiana-style spicy chicken and authentic regional menu, has been delighting taste buds for over 50 years. Their commitment to high-quality food and top-notch service aims to ensure a memorable dining experience for every customer.
Objective
The main objective was primarily was to increase the brand awareness of the brand
Target Audience
The campaign focused mainly on the Millennials and Gen-Z groups, which are considered a large segment that significantly impacts social media platforms and is keen on quality eating facilities.
Geography
The promotional efforts were spread across five key Indian cities: Chennai, Mangalore, Mysore, and Chandigarh are culturally specific locations for youth of Hindu backgrounds and Madurai City for youth groups of Christian community.
Impact
It can be said here that the campaign managed to hook the target group and go viral, attracting a lot of attention. Social interaction and engagement level with the Gen-Z and Millennials also rose and so did the social media conversation around Popeyes’ products..
Ad options identified by Popeyes to engage with their ideal audience
Thus, Popeyes found out a modern way of reaching out to the target audience, which is the millennials and the gen-z through the Instagram influencer marketing platform. They worked with regional content creators of different niches including food bloggers, comedians and those who create lifestyle content. This was helpful in ensuring that their messages were culturally accurate because the cultures of different cities varied.
To be specific, using such influencers already recognized by the population as credible voices, Popeyes managed to give a strong and consistent signal about new stores and new products, by making sure that the material was more suitable for younger generations who are always active on social media. This strategy came in handy when engaging a very attentive audience as was the case for this strategy.
Campaign Execution
The campaign was executed by partnering with local influencers in each target city:
Chennai: Influencers like @the.chennai.foodie and @peppa_foodie created localized content that highlighted the unique flavors of Popeyes.
Mangalore: Influencers such as @theclassychique and @mangaloremerijaanofficial showcased the brand’s offerings through engaging stories and posts.
Mysore, Chandigarh, and Madurai: Each city had influencers like @mysorebites, @gauravkapoor, and @madurai_90s_king respectively, who tailored their content to reflect the local culture and gastronomic preferences.
Results
The influencer-led campaign yielded impressive results across the targeted cities:
Chennai: Reached 6,115,407 people, garnered 8,184,973 views, and achieved 335,530 likes.
Mangalore: Attained a reach of 425,836, with views at 618,687 and likes at 23,482.
Mysore: Reached 475,681, views at 621,908, and 25,285 likes.
Chandigarh: Achieved a significant reach of 3,147,943, 5,524,596 views, and 145,167 likes.
These metrics not only demonstrated the campaign’s wide reach but also its profound impact in generating engagement and enthusiasm around the brand’s expansion into the Indian market.
