Dynamic Marketing Communiqué

“I love BURGERS!” ― How simple notes became memorable collaterals in this brand’s marketing campaign [Fridays: Gorillas of Guerrilla Marketing]

June 4, 2021

There’s a lot of things you can do to promote your brand on social media.

―setting up ads on your business’ social media pages, posting photos, videos, and other types of interesting content, conducting interactive quizzes, and a whole lot more!

… but how can you make a unique digital marketing strategy that customers and prospects will remember you and your brand for?

Let’s find out what this 9-year old business did to establish its presence on social media and increase its customer base.

Burger Revolution is a Canada-based business that offers snacks such as fries, onion rings, hotdogs, beverages, and―as the name states―BURGERS!

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Founded by Canadian chef, Jeff Camacho, the brand aims to create “the most delicious, flavorful burger possible using local sustainable grain-fed premium beef.”

Yum!

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However, just like the Pour Masters Bar Service, Burger Revolution is struggling to attract more customers and prospects despite operating in the food industry for 9 years now.

Imagine competing with larger burger chains like Burger King, Wendy’s, Jack in the Box, Whataburger, Shake Shack, and more!

So… what did Burger Revolution do to create an online presence and encourage repeat customers?

It created a revolution through the…

“Comment of The Day” Campaign in 2019!

This was the business’ strategy to reach and engage with local customers by sharing content from patrons.

Here’s how the campaign worked:

At Burger Revolution’s physical store location, employees attached a corkboard on one of the walls and below it were writing materials such as colored pens, Post-It notes, and thumbtacks.

Every time customers dropped by the store to gobble on their favorite flavored burgers, staff members encouraged them to write about their in-store experiences and post those notes on the corkboard.

At the end of the day, the Burger Revolution team would read each note and vote on their favorite comment―thus the campaign title, “Comment of The Day!”

… that’s not where the choosing of the best comment ends.

Once the most attention-grabbing message was finalized, one of Burger Revolution’s staff would take a photo of the note and upload it on the brand’s social media accounts for followers and other online users to see.

Here are a few of these posts:

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Even if the number of likes on these posts were small, these warm messages were sure to tug at readers’ emotions and put a smile on their faces!

According to Jeff Camacho, the 6-month long campaign was a good avenue for Burger Revolution to highlight its patrons’ positive experiences and see the good things that happened each day.

As a result…

Burger Revolution’s social media followers loved seeing these daily posts!

In fact, these fans would like, share, retweet, and comment on the posts to show their support―and even though these social media actions were less than a hundred for each “Comment of The Day,” the brand believed that a single share or retweet went a long way to spread word about Burger Revolution.

After the duration of the campaign, the brand saw significant increases in its social media follower count:

  • Facebook: From around 5,000 followers (pre-campaign) to over 8,000 followers (post-campaign)
  • Instagram: From over 1,000 followers (pre-campaign) to more than 4,000 followers (post-campaign)
  • Twitter: From about 800 followers (pre-campaign) to almost 2,000 followers (post-campaign)

Aside from that, the campaign helped figuratively bring Burger Revolution closer to home by showing real comments from real people who love to spend time eating at the restaurant!

The “Comment of The Day” campaign was a unique and affordable way for Burger Revolution to utilize user-generated content (UGC) on its social networks as well as attract and engage with its target market.

We also see that start-ups and new brands have an opportunity to grow their businesses with the right marketing strategies.

If you’re looking for creative marketing campaigns that will resonate with your target market, you might want to get ideas from what Burger Revolution did!

However, this doesn’t mean that handwritten notes from customers are the only available means for you to take advantage of UGC.

There are lots of other strategies to encourage your customers, followers, and even prospects to create shareable content.

These include:

… and many more!

The bottom line of Burger Revolution’s marketing campaign?

UGC is an important social media strategy.

―it helps improve awareness about your brand and show prospects and customers how your products and services are used in the real world.

When possible consumers see how others are positively responding to your brand, that will compel them to give your enterprise a chance.

Be inspired with Burger Revolution’s simple-yet-memorable marketing campaign and get ready to make a revolution with your own brand!

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing can be inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s Gorillas of Guerrilla!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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