eegee’s is a 25+ unit quick-service restaurant chain, with locations in both Tucson and Phoenix, AZ. In addition to working on their re-branding efforts, as their agency of record, Vigor collaborated with the corporate marketing team to bring their new offbeat, fun-loving brand persona to their customers via their social media channels.
Authentically marketing a brand over organic social media is already a huge challenge, and the pandemic of 2020 made it even harder. The team at Vigor stepped up to the challenge to meet eegee’s customers where they were scrolling; at home. This led to a flurry of creative content that naturally brought the eegee’s brand to life in a way that connected with the customer without focusing on selling food. Live-streamed DJ events, themed Spotify-playlists, timely memes and social media challenges, pandemic-safe activations like a haunted drive-thru experience and local scavenger hunts… if it represented the ‘taking it easy’ attitude of eegee’s and spread it to their followers, it became content.
For this project, I worked closely with Vigor’s Head of Marketing and Copywriter to brainstorm daily social content for eegee’s channels (Instagram, Facebook, and Twitter) and created the majority of the graphic posts featured on the account from April 1, 2020 to March 31st, 2021.
The work featured in this case study was made during my time at Vigor. To see the agency’s case study, please click here.
The results of this effort? eegee’s social media followship grew by 18.2% that year, and engagement from followers averaged at about 5%. Their channels buzzed with likes and comments, and this hype on social was reflected in eegee’s record sales and increased check averages during the hardest year of the pandemic.
Showing 365 social posts is a lot. So here are the Greatest Hits.
Each image is a link to the social media post on Instagram, eegee’s most active channel, so you can see the engagement for yourself.
