We are bringing your little dance to the “Big Dance”.
The Ask
Popeyes wants to drive awareness and trial for their new wings platform, by tying it to sports, specifically the March Madness season.
They are most known for their famous chicken sandwich and cajun flavors. Their newest permanent addition to the menu, and disruption to the QSR Space, is adding chicken wings to the permanent menu in 5 new flavors.
The Challenge
Popeye was looking to appeal to a more culturally attuned Gen Z audience through the TikTok platform.
The unique challenge to this brief, is that the NCAA March Madness already has an official wing sponsor and can only use non-branded language.
Popeyes’ TikTok has 1.7 million followers with the highest engagement rate of any social platform for the brand. They have a growing presence with fun and creative content already.
63% of Gen-Z trust influencers over brands on the TikTok, with 41% more likely to trust a brand after seeing an on the social platform.
— Morning Consult, 2023
Strategy
Show the physical sensations that occur when trying Popeyes wings.
Popeye’s Wings are crispy on the outside, and juicy on the inside. Simply put: their chicken is delicious. And, we know that dance is the innate expression of joy, especially when you eat something delicious. Dance is intrinsic to the brand of Popeyes and New Orleans.
Creative Idea
We’ve created a TikTok campaign that showcases the joy our audience experiences when trying our wings. Our call to action creative platform line of “Wings so good they make you want to…” accumulates in a competition based social dance challenge.
POPEYE'S CHICKEN DANCE CHALLENGE
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WINGS SO GOOD THEY MAKE YOU WANNA
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POPEYE'S CHICKEN DANCE CHALLENGE • WINGS SO GOOD THEY MAKE YOU WANNA •
A social media competition that invites all users to show off their moves for a chance to win free wings for your next gathering & an all-inclusive trip to The Big Easy!
Executions
The “Little Dance” challenge will ask users to share their reactions to having the Popeyes’ Wings and be entered into a winners bracket for the chance to win free wings for your next gathering & an all-inclusive trip to The Big Easy!
User-Generated (Amplify Excitement)
Capture user-generated content and boost shareable content from the audience.
Branded (Drive Awareness)
Create call-to-action posts to drive traffic to app/online purchase.
Paid Partnership (Boost Consideration)
Influencer posts from the dance, food, and college basketball community on TikTok.
Larger Platform
We saw it as a larger campaign idea that lived beyond the college basketball season, but rather an evergreen campaign that could be applied to moments of sports and gatherings. It wasn’t limited to one social platform like TikTok or one audience segment.
My Role
Project Management, Timeline Development, Background Research, Strategic and Creative Ideation, Deck Design, Content Creation
Deliverables
TikTok Strategy, Influencer Partnerships, Comms and Media Planning, Content Creation, Social Media Strategy