Pizza Hut is one of Australia’s longest standing quick-service-restaurants. They approached us with the goal of increasing digital brand equity and revenue, with a major focus on their social strategy as a driving factor. Pizza Hut also wanted to increase brand love and invest in the Pizza Hut community, as such engagement and interactions on social were fundamental. We also needed to develop a robust community management strategy and process, that would work efficiently with their internal team and our community managers. Focusing on quick responses to customers to encourage sharing the good times with the brand.
We embarked upon a digital transformation that aimed to increase online sales, boost Pizza Hut’s social media presence, improve engagement, and overall customer sentiment and online satisfaction. This first involved a deep dive into what had worked for the brand previously and where the missed opportunities were. Collaborative workshops were then held, to not only understand the business from a commercial sense, but also to brainstorm ways of working. From here, a robust strategy was devised to cover the multi dimensional areas of social media.
A holistic solution was rolled out across on-page, off-page advertising and community management. This involved creating bespoke content every month for the different social channels, that not only tapped into the brand personality, but also drove effective results in the areas of conversions, engagements, and brand. Alongside this, we rolled out a robust strategy, using tactical content pillars and comms strategies, that spoke to our various target markets in a personalised way, with clear call to actions to drive performance. Our community management solution not only systematically handled disgruntled customers and categorised the conversation based on the severity of the complaint, but also celebrated the consumers love of pizza, through customised GIFS and interactive competitions. Our goal was to spark a conversation on social around the good times associated with pizza, and to celebrate Australia’s love for the longest standing pizza brand, Pizza Hut.