About the project
A strategy that takes Burger King® communication beyond social networks, increasing engagement, helping to build the brand and boosting the business.
Digital Transformation: Burger King Expands Its Social Media Presence.
In early 2022, Burger King® recognized the need to evolve the work it had been doing on its social media channels, primarily to respond to the gains made by its biggest competitor during the two years of the pandemic.
For the past four years, the partnership with Ginga has kept the brand in the conversation, sometimes addressing sensitive topics, and it was time to update this social media strategy.
During this period, the partnership has earned a series of awards, such as “Most Talked-About Brand on Twitter (2019),” “Most Loved Brand on Facebook (2020),” “Highest ROI from a Social Media Campaign at The Drum in London (2020),” as well as awards from other regional festivals such as MMA Smarties and the Festival of Media.
BK Home of Social redefines Burger King's social media.
This is how the BK Home of Social strategy came about. The name is a nod to the “Home of the Whopper” tagline used at Burger King locations, and the goal was to reassess what had been done on social media, respecting the unique characteristics of each platform and establishing new strategic pillars.
On Instagram, the appeal is more visual; on Twitter, conversation takes center stage with a sharper, more humorous tone; and on TikTok, co-creation sets the tone.
One of the changes brought about by the pandemic was the shift of some word-of-mouth to social media, so the brand needs to be there, knowing how to participate in the conversation naturally, as part of the culture.
2MM
1.3 million
362K
The Sarcastic and Conversational Tone
On Twitter, Burger King stands out with its provocative tone, sharp wit, and quick responses to trending topics, turning everyday interactions into viral moments that drive organic engagement and cultural relevance.
BK scouts
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.
Carol Conká showed how BK removed artificial ingredients from the menu the way only she knows how: "clean, clean, clean".
With Marcelinho, BK created the QUE SAC session to answer consumers' questions
The Drive Thru experience in the miniature universe of I Shrunk People
Mayonnaise-inspired make-up? Only with ELLA!
Stefany Thaís, creator and collaborator, was the tour guide for Fenda do BK, which transformed the stores into SpongeBob scenes.
Ordering a plant Whooper® at Delivery BK, by Mai Purper
This new strategy has already yielded some results
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.
24-Hour Records
A campaign that generated massive impact, with unprecedented reach, a surge in organic media coverage, and viral engagement in reporting fake news.
45MM
Reaching 10 million more unique consumers
+100
with 1.3 million spontaneous media mentions
+1.396%
reports of fake news in the media
Unrivaled leadership in social media
The success of this new BK strategy is evident not only in the figures showing business growth and increased engagement.
The brand has surpassed BK USA on Instagram with over 2 million followers.
Further proof of these strong results is that Burger King’s Brazilian TikTok account has become a benchmark and the brand’s largest globally, while also surpassing the presence of its main competitor.
