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CASE STUDIES / 3 Mar 2017 /

CASE STUDY: U.S. burger empire launches in Australia

Jaden Social launched, grew and now maintains all social media accounts for Carl’s Jr. Australia in collaboration with George P. Johnson Experience Marketing.

The brief

Experiential agency George P. Johnson approached Jaden Social to launch and manage the social media accounts for the Carl’s Jr. brand in Australia ahead of the first and second store openings in 2016.

The scope of work included growing audiences on Facebook, Twitter and Instagram from scratch, creating engaging content to increase brand awareness (particularly in the Bateau Bay and Brisbane regions) and offering customer support via social media.

The strategy

Jaden Social was on-site for the first store opening in Bateau Bay on February 2, capturing content and offering support via community management on Facebook, Twitter and Instagram on the day.

Since then, Jaden Social has established and maintained a content calendar that is accessible by the client 24/7, creating and publishing content daily across all platforms.

A mix of curating user-generated content and custom content including images, gifs, animations, memes and video has increased organic engagement and channel growth consistently since the launch.

A strong focus on community management was also recognised, and occurs on a daily basis (including outside of business hours and on weekends).

A paid promotion strategy was implemented for Facebook and Instagram, with in-depth monthly reports providing ongoing analysis and data insights of content and paid advertising.

Jaden Social’s entire approach to social media combines the Carl’s Jr. global branding with content that resonates with the Australian audience.

Some juicy stats

The results Jaden Social is generating for Carl’s Jr. Australia are ongoing, however some of the biggest achievements to date include hitting huge milestones across social channels and having content shared on other Carl’s Jr. channels internationally.

35,000 engaged followers across Facebook, Twitter, and Instagram in 18 months

7.5 million impressions across Facebook and Twitter in 18 months

➜ Custom content used by international Carl’s Jr. channels

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