Strategically, social media was the perfect test platform for a re-brand: quick to implement, quick to test & track, as well as the primary 1:1 interaction for consumers in 2020. We went forward with rolling out our re-brand on social, with an eye to expand to other channels once success was proven.
We reviewed Wienerschnitzel’s brand tenets, and distilled that into a social brand look & feel using a voice & tone that was in line with Wienerschnitzel’s core brand, but elevated it to address new consumers and re-engage existing fans.
Since 1961, fun has always been the foundation at Wienerschnitzel. Yet, our fans may have forgotten about it—in part due to the endless scroll of the “same ‘ol same ‘ol” that fills their feed. So, we gave our nostalgic brand a fun facelift with an eccentric combination of illustration, photography and design that’s hard to ignore, and even harder to forget. Partnering with photographers, food stylists and illustrators, we put it all together to transform our feed into something new, but totally Wienerschnitzel.
To reignite the fun in Wienerschnitzel’s social channels, we created a trifecta of illustration, photography and design. Equal parts artsy and awesome, the brand’s nostalgia was transformed into “newstalgia”, with visuals that paired with punchy, attention grabbing lines—bringing a quirky, yet mouthwatering kind of life back into our social feeds. Our re-brand was born on all of our social channels, with amplification on select posts, spreading the word of Wienerschnitzel’s newfound fun to both new fans and old.
We executed strategically: preparing all platforms for launch with updated social branding on July 1st: profile photos, cover photos, etc. On Instagram, we archived all content to prepare for a fully re-branded grid.
Execution was planning for July 4th to coincide with one of the biggest days for hot dogs, as well as Americana/nostalgia—a perfect day to launch Wienerschnitzel’s social re-brand.
Short-term, we saw huge increases in key KPIs on Instagram, indicating the quick reaction garnered by our updated look & feel. Month over month 230% increase in followers on Instagram (+1,382) 231% increase in engagements on Instagram
Long term, we saw a sustained improvement across all platforms, and with our lead platform (Instagram). In comparison to previous 6 months (pre-social look & feel), we saw instagram 5% increase in impressions 8% increase in received messages 5% total audience growth Increased rate of growth by 84% 29% Instagram audience growth Overall growth across platforms, compared to previous 6 months (pre-social look & feel) 50% increase in engagements 2% increase in impressions 21% increase in received messages 517% increase in audience growth 37% increase in audience on Twitter 17% increase in audience on Facebook 29% increase in audience on Instagram