A strategy that takes Burger King® communication beyond social networks, increasing engagement, helping to build the brand and boosting the business.
At the beginning of 2022, Burger King® realized the need to evolve the work it had been doing on the brand's social networks, especially to respond to the advance of its biggest chain during the 2 years of the pandemic.
For 4 years, the partnership with Ginga has been putting the advertiser in the conversations of the moment, sometimes with sensitive topics, and it was time to update this strategy on social networks.
During this period, the partnership has yielded a series of awards, such as "Most talked about brand on Twitter (2019)", "Most loved brand on Facebook (2020)", "Highest ROI of a social media campaign at The Drum in London (2020)", as well as awards at other regional festivals such as MMA Smarties and Festival of Media.
This is how the BK Home of Social strategy came about. The name is an allusion to the title Home of Whopper used at Burger King outlets and the intention was to review what had been done on social networks, respecting the "vocation" of each medium and establishing new strategic pillars.
On Instagram, there is a more imagistic appeal; on Twitter, conversation predominates with a more acid and humorous personality; and on Tik Tok, co-creation sets the tone.
One of the changes brought about by the pandemic was to transfer part of the word of mouth to social networks, so the brand needs to be there, knowing how to participate in the conversation in a natural way, inserted in the culture.
One of the projects established as part of this new strategy was Emerging Scouts, a specialized team on the lookout to find content creators who are trending and who are in tune with the brand's culture.
Like the award-winning campaign against fake news on April Fool's Day, in partnership with the agency Aos Fatos. Consumers exchanged a report of fake news for a Whopper. In three days, Fátima, a bot on the Aos Fatos platform, had a record number of requests for verification.
The success of this new BK strategy can be seen in the figures showing business growth and increased engagement.
The brand has overtaken BK USA on Instagram with more than 2 million followers.
Another proof of good results is that Burger King's Brazilian Tik Tok has become a benchmark and the brand's largest globally, as well as surpassing the presence of its main competitor.
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