Wendy's Enters the Chat

Despite the rise of newer, trendier social platforms like TikTok, Facebook remains the most used social platform globally. Recognizing that 85% of TikTok users also use Facebook, Wendy’s saw an opportunity to bridge the generational gap by tapping into the distinct and charming posting style of the platform’s most active users: parents and older adults.

Rather than pulling back on Facebook, Wendy’s took a bold step by adopting the lovable and quirky style of active older users. Embracing typos, ALL CAPS, blurry photos, and unfiltered over sharing, Wendy’s posts mirrored the endearing qualities of older users' posts. This unconventional approach allowed Wendy’s to resonate with both younger and older audiences seamlessly, creating a social media experience that felt authentic and relatable.