Since 1961, fun has always been the foundation at Wienerschnitzel. Yet, our fans may have forgotten about it—in part due to the endless scroll of the “same ‘ol same ‘ol” that fills their feed. So, we gave our nostalgic brand a fun facelift with an eccentric combination of illustration, photography and design that’s hard to ignore, and even harder to forget. Partnering with photographers, food stylists and illustrators, we put it all together to transform our feed into something new, but totally Wienerschnitzel.
Strategically, social media was the perfect test platform for a re-brand: quick to implement, quick to test & track, as well as the primary 1:1 interaction for consumers in 2020. We went forward with rolling out our re-brand on social, with an eye to expand to other channels once success was proven.
We reviewed Wienerschnitzel’s brand tenets, and distilled that into a social brand look & feel using a voice & tone that was in line with Wienerschnitzel’s core brand, but elevated it to address new consumers and re-engage existing fans.
Short-term, we saw huge increases in key KPIs on Instagram, indicating the quick reaction garnered by our updated look & feel.
Month over month 230% increase in followers on Instagram (+1,382)
231% increase in engagements on Instagram
Long term, we saw a sustained improvement across all platforms, and with our lead platform (Instagram).
In comparison to previous 6 months (pre-social look & feel), we saw
5% increase in impressions
8% increase in received messages
5% total audience growth
Increased rate of growth by 84%
29% Instagram audience growth
Overall growth across platforms, compared to previous 6 months (pre-social look & feel)
50% increase in engagements
2% increase in impressions
21% increase in received messages
517% increase in audience growth
37% increase in audience on Twitter
17% increase in audience on Facebook
29% increase in audience on Instagram
