Wendy’s leveraged a unique and endearing social media approach to not only engage but also dominate the organic share of voice on Facebook, surpassing even the biggest names in the industry.
Wendy's Enters the Chat
How Wendy's changed the narrative of organic reach on the world's biggest platform
Cliente
- Wendy's
Oficina
- Kansas City
- United States
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Organic reach on Facebook has been in decline for years. Wendy’s faced the daunting task of reclaiming the vast audience it once reached on the platform, amidst fierce competition and changing social media trends.
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.
Wendy’s secured the No. 1 organic share of voice in the entire restaurant category on Facebook, outpacing their biggest competitor, McDonald’s, by 30%. The results were impressive: a 235% year-over-year increase in reach, a 136% increase in engagement, and a reach three times greater than their closest competitor. Wendy’s success was so impactful that Meta adopted Wendy’s strategy as the new best practice for reaching Gen Z on Facebook.
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Premios
2024 Cannes Lions
Social & Influencer — Use of Humour
Bronze Lion
2024 Cannes Lions
Social & Influencer — Organic Reach & Influence
Bronze Lion
2024 Cannes Lions
Social & Influencer — Community Management
Bronze Lion