10 things Burger King does to serve up whopping social media

1. What was the business goal?

Burger King are experts at grabbing attention. The business wanted to draw attention to the risk a second lockdown posed to those with jobs within the food and hospitality industry.

You can measure your business KPIs as well as your social media metrics, in one place within Maybe*

2. Telling Burger King’s story

Burger King issued a branded letter via social media across Facebook, Twitter, and Instagram with the attention grabbing headline, ‘Order from McDonald’s.

Coupled with its usual playful tone of voice came the acknowledgement “We know, we never thought we’d be saying this either”.

On expanding the letter, customers could read how and why Burger King was encouraging customers not just to order from its biggest rival, but also a whole plethora of its other competitors.

The post tapped into the public mood well, by demonstrating that it recognised jobs, livelihoods and the protection and preservation of the wider industry was more pressing than competition.

You can monitor what other brands are saying on social media for yourself within Maybe*

3. What did Burger King want its audience to do

Burger King wanted to encourage its audience to keep ordering from their favourite food outlets, for the sake of a bigger purpose.

In addition it wanted to start and amplify a conversation. And that’s just what it did.

Burger King saw the engagement with its content increase a whopping 23289% on the previous week.

You can discover the content you post that is the most engaging within Maybe*, across Facebook, Twitter and Instagram.

The Maybe* See What Works report showing the content created by Burger King and the engagement with it

4. How does Burger King engage with customers?

Burger King responds to all its comments and customer service issues including job enquiries, complaints and good ol' burger banter from its loyal following.

Over this time period, the Burger King content began to divide opinion, as more and more joined the conversation. Noticeably there was a camp of people pointing out that local eateries needed support a little more than the big chains.

Burger King responded to this by calling out some more of its smaller competitors.

You can engage with your comments and mentions of your business.  Listen to the conversation about your competitors, or other businesses in your place, and use this insider knowledge to inform your own approach and reach more customers.

special mention to our fellow burger joints ? @pattyandbunjoe @honestburgers @ByronBurgersUK @gbkburgers @MEATLiquor @BlackBearBurger @DipFlippo @NeatBurger_ @TwistedBurgerCo @SolitaNQ @MacandWild

— Burger King (@BurgerKingUK) November 2, 2020

5. Who does Burger King need to engage?

Burger King enjoys engagement with many people from all walks of life. While facing stick for promoting fast food and potentially unhealthy competitors, the brand managed to engage not just a teen or youth audience, but also earned engagement from a professional community of marketeers and business pundits who also engaged in the conversation, especially on LinkedIn.

Maybe* allows you to see the conversation being created about your business across Facebook, Twitter, and Instagram so you can identify influencers and engage with the conversations that matter.

The benefit of engaging this community, means the conversation about Burger King also continued to grow. Across Facebook, Twitter and Instagram, the amount of social media conversation about the business grew over 570%.