We approach all Vienna Beef social content with an eye on our core KPIs of follower growth and engagement. We also strive to engage current fans of the brand and repurpose content they create organically. So when Al Scorch posted a video of himself reading a poem he wrote about Chicago Style Hot Dogs, we saw an opportunity to collaborate with him, bringing his masterpiece to life and more fans to the Vienna Beef pages.
Our primary objective with this video was to create a piece of shareable social content to grow our followership and expose our brand to non-followers. Our secondary objective was to increase our engagement rate.
Our social team frequently checks for trending hot dog content. When they spotted Al Scorch’s poem about Chicago Style Hot Dogs, we knew we had to move fast to develop something while the poem was trending. The poem was literary perfection, but our creative team noticed it was missing something: the perfect, mouthwatering visuals to help people visualize stanza after stanza of beefy goodness.
While our community manager reached out for permission to use the audio, our team worked closely to create the perfect edit to perform in the fast-paced Instagram Reel environment—pairing hot dog similes with preexisting and repurposed footage and imagery. We also mixed in key phrases from the poem as on-screen supers to further tie the visuals with the audio. We released the new version pairing poetic words with beautiful hot dog imagery as a collaborative post with Al Scorch.
In terms of our primary objective of creating shareable content, our Reel was shared 82x more than average Vienna Beef’s Instagram Reels. Through this sharing, more than 94% of the accounts reached were non-followers, allowing our client’s brand to reach new audiences.
This post saw nearly 35x more total engagements (includes likes, comments, shares, saves) than all other 2023 Instagram posts, making it Vienna Beef’s most successful Instagram post, in terms of average number of engagements, to date.
Not only did this Reel reach new audiences, but it also engaged a wide audience with an engagement rate of nearly 9% (by impressions). Our average Instagram engagement rate is around 6%.
