Dissatisfied with a recent out-of-state branding outcome, eegee’s partnered with Commit Agency to completely revamp the existing brand look, feel and voice across multiple platforms. After identifying an updated target audience, we rolled up our sleeves to turn vision into reality. A new website with loyalty-focused online ordering. Refreshed emails and consumer communications. Updated in-store print collateral. A cool vannette food truck, delivering deliciousness across the Valley and Tucson. The Squeeze, where the freshest news is delivered, was named and filled with relevant blog articles to drive user engagement. And as the new, vibrant brand came to life, we also embarked on an ambitious growth plan to introduce eegee’s to the Phoenix market via an aggressive (and super fun) social media strategy.
Already owning an active, creative and (perfectly) mischievous social presence, we were committed to enhancing and broadening eegee’s digital personality while retaining its die-hard audience and not dulling the brand’s trademark humor and edge. From in-depth industry research, ongoing original content capture, increased graphic design support, leveraging video content more prominently with in-feed GIFs, Instagram Stories and more, the result has been a bold and cohesive presence that is leading-edge visually and strategically (always).
Our renegade spirits embraced the opportunity to devise timely activations as part of a content strategy that included resetting how the brand maximized valuable user-generated content, giving new life to loyal fans’ most impactful visuals; launching a monthly social-only drip campaign that teased followers with hints and details about eegee’s Phoenix launch. Then, leaning into their audience’s well of cult love with an April Fool’s product launch post that not only received a mind-bending organic engagement rate of 25.6%, it generated primetime earned media with the content landing eegee’s in the opening block of major local newscasts.
During the first full quarter in 2021, engagement on Instagram maintained a nearly 6% engagement rate, with total engagements up 4% YoY. For context, industry averages for similar food and beverage accounts hovers closer to 1%. And, profile impressions on the platform alone jumped 22% YoY. On Facebook? A similar story: A nearly 6% engagement rate (industry average runs less than 1%) and web sessions up over 184% from the previous year.