Chickita’s rebranding campaign effectively targeted Gen Z, leading to a 130% increase in sales and a 205% increase in organic engagement through influencer marketing and user-generated content.
Campaign Overview
Chickita, a renowned flame-grilled chicken brand, embarked on a rebranding campaign to appeal to Gen Z by introducing a more vibrant, youthful image. The company wanted to reposition itself as a modern and trendy chicken restaurant, targeting younger generations while keeping its existing customers engaged with the new concept.
The campaign included a mix of social media marketing, influencer collaborations, and user-generated content to ensure broad engagement across TikTok, Facebook, and Instagram.
Communication Objective
The primary communication objective was to increase organic engagement on Chickita’s social media channels (TikTok, Facebook, and Instagram). By creating relevant and engaging content that appeals to Gen Z, Chickita aimed to strengthen the emotional connection with this audience while enhancing the brand’s presence on digital platforms.
Business Objective
The business objective of this campaign was to increase monthly sales by 120% within one year, with a strong focus on attracting Gen Z consumers through social media content and engagement strategies. The campaign aimed to elevate Chickita’s profile within the competitive fast food industry while maintaining its existing customer loyalty.
Challenge
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Repositioning: Chickita needed to appeal to Gen Z, a demographic with distinct preferences for modern, vibrant, and digital-first experiences, while keeping its loyal customer base intact.
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Attracting a new audience: The challenge was to attract a younger audience who are active on social media platforms like TikTok and Instagram and are looking for trendy, socially connected food experiences.
Execution
The campaign was divided into several key components to effectively reach the target audience:
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New Tagline and Communication Assets:
A fresh tagline was created: “Vạn sự khởi đầu nan” (meaning “Everything Starts with a Great Taste”). This tagline was integrated into all creative materials to emphasize the brand’s revitalized identity. -
Always-On and Seasonal Content:
Engaging and relevant always-on content was created with seasonal and trendy themes, appealing directly to Gen Z through relatable storytelling and interactive posts.
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Media Channel Strategy:
The campaign used targeted media buys and platforms that best reached the Gen Z audience, including TikTok, Facebook, and Instagram. Collaborations with KOCs (Key Opinion Consumers), influencers, and user-generated content ensured broad organic reach.
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KOCs and Influencer Strategy:
Influencers and KOCs were engaged to create content that resonated with the target audience, building excitement and conversation around the brand.
Results
- +130% increase in average monthly sales across various stores, confirming the campaign’s success in driving sales growth.
- +205% increase in post average organic reach and video views across social media platforms, demonstrating the effectiveness of the content strategy and engagement efforts on TikTok and Instagram.
The campaign successfully engaged Gen Z, capturing their attention with content that resonated with their digital-first habits and social media preferences, while also maintaining loyalty from existing customers.
Key Outcomes
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Increased Brand Engagement: The use of user-generated content and influencer collaborations led to organic, authentic engagement with the target audience.
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Stronger Social Media Presence: Chickita’s presence on social media grew exponentially, especially on platforms like TikTok, where Gen Z thrives.
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Sales Growth: The campaign achieved significant sales growth, indicating that the rebranding resonated with both Gen Z and loyal customers.
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