Creative and development agency Moxie uses social data to inform campaigns and create opportunities for clients like Chick-fil-A. By monitoring consumer conversations and sentiment in real-time, Moxie is able to create and share highly targeted content in a matter of hours. Doing this increased Chick-fil-A’s brand awareness around their breakfast offerings.
Moxie is a full service agency that leverages social data to craft creative strategy for brands like Chick-fil-A. They believe social insights are crucial and use social data for everything from addressable media, traditional and non- traditional content, CRM, and email programs.
For each bit of data surfaced they must ensure the data makes sense, identify targets, define metrics for success, and translate everything into additional opportunities for their clients. They know it’s critical to build a 360-degree view of the customer to learn what content will get the desired results.
Thus, when client Chick-fil-A wanted to “win” breakfast – Moxie set about the task of finding the perfect content to drive brand awareness on social channels.
Shawn McGahee (VP Advanced Analytics, Moxie) talks about how Moxie leverages use NetBase to inspire their creative and assess real-time opportunities. Learn how they used NetBase social listening to understand breakfast conversations for Chick-fil-A to create record-breaking content and integrate social insights into everyday brand strategy.
Following their typical daily protocol, Moxie’s analysts looked at NetBase to see what audiences were talking about, what was happening in the industry, and what was happening with Chick-fil-A’s competitors.
Most of these daily meetings result in targeted content being pushed within 30 minutes to four hours of the morning meeting, and performing about three times higher than other brand content. Chick-fil-A was no exception.
Moxie looked at the conversations and posts being shared about Chick-fil-A’s breakfast and noticed social users were most often posting pictures of the chicken sandwich covered in honey.
This inspired a mouth-watering GIF featuring honey slowly dripping down a stack of Chick-fil-A biscuits. Fans ate it up.
The honey-dripped biscuit GIF beat all of Moxie’s benchmarks, becoming the most engaged GIF they’d ever produced for Chick-fil-A. That single piece of content increased brand awareness by 46% – and it was created and posted within hours of Moxie’s analysts diving into the social data.
Social listening is a key part of understanding potential customers – what they think about your product, your industry, your competitors – whatever is on their mind. So we see NetBase social data as a key component to building that whole view of the customer and connecting our clients and our brands’ activations to what real people are actually saying.
Understand your customers like never before.
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