From drab to fab: Arby’s ups its social media game
- By Sarah Guenther
- Feb 10, 2017
- 2 min read
Game of Thrones. Sonic the Hedgehog. Halo. Pokémon. Assassin’s Creed. Transformers.
These are just some of the video games and TV shows that fast food chain Arby’s has evoked for its revamped social media strategy.
It seemed for a while that Arby’s was passing into a deep chasm of fast food oblivion. Then the company introduced a new marketing campaign, bellowing “We have the meats” at customers through commercials and social media.
Not long after breaking back into the market, Arby’s introduced a new social media strategy that still amazes to this day. Through catchy captions and artsy GIF’s and images, Arby’s has captivated fans all over the country.
The man behind the strategy, director of digital and social media Josh Martin, collaborates with the Roar Groupe in Atlanta to create the genius graphics so widely shared across Twitter and Facebook.
So what’s the secret behind Arby’s crazy success on social media? It’s rather simple.
Before, Arby’s was a stuffy brand that never tried anything new and missed the advertising mark. Then the brand took a risk and it paid off, big time.
Arby’s tried a new and innovative strategy that delivered exactly what it needed to get back on the radar. The fast food restaurant has tapped into niche markets that enjoy certain video games, movies and TV shows.
But it’s not only niche markets either. While references are made to things that the average Joe might not know about, the brand turns around and alludes to Harry Potter, Gilmore Girls and the Wizard of Oz.
It doesn’t stop there, though. Not only does Arby’s create top-notch content, but it responds to customers in a timely manner. When someone feels compelled to reach out to the brand and comment on a reference to something they enjoy, Arby’s social media team replies and engages with that customer instead of leaving them hanging.
Arby’s marketing strategy mixed with its social media antics clearly put the brand back on the map and just in time, too.
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