Arby’s Fellow Fan
Engaging a new audience versus selling to the same old customer base.
CASE STUDY VIDEO
Insight
As North American fast food chain Arby’s continued to grow — and competition in its already-crowded category increased — the brand recognized a need to expand its audience to include new, younger and more diverse diners. So Arby’s set it sites on winning over the attention and the appetites of consumers between the ages of 18 and 35.
Idea
To rise above the clutter and connect with this audience, Arby’s focused on their interests rather than their demographic. The brand used its food as a canvas to take part in the popular culture conversations of the day. Content was strategically crafted around movie releases, television premieres and gaming. The focus was on key communities within each that drilled several layers down and identified with fans in a way that was authentic to them.
Impact
Fans ate it up. They showed their love for the “true insider” content that Arby’s was serving up by responding, engaging and sharing in droves. Engagement increased by 200% in just a few months and overall net sentiment reached +56% — an all time high. Best of all, Arby’s stores nationwide experienced a record-breaking increase in sales.
