Wingstop Micro Audience Campaign
Program
Connecting Wingstop to audience interests (passions and food interests) drives higher engagement rate than product focused assets.
Insight
Our audience can spot an ad in their feeds immediately and will quickly scroll past. As a result it’s important to speak to their passion points not just in a way they understand, but in a way they enjoy.
Idea
Sometimes the vibe just feels off. In those times, we need a change agent. A shifter of The Vibe. Wingstop is that change agent. Get The Vibes Right playfully demonstrates how Wingstop heightens and improves the situation for all of our audiences’ passion points.
Weekender
Weekenders save it all up (money, calories, time) for the blissful 48 hours where their weekday rules don't apply. They live by the philosophy "life should be as fun as possible," but their routines often get in the way. They are constantly searching for ways to enhance each day because after all, they are the generation that coined #YOLO.
Conversion - Stretching Leftovers
Conversion - Stretching Leftovers
Awareness – Stretching Leftovers
Awareness – Stretching Leftovers
CONNECTED MULTI-CULTURALS
This audience embraces living in the now, going after what makes them feel alive no matter the time or place, because they know that’s what truly matters. You’ll see them sneaking Wingstop into a theater or turning curbside pick up into a photo op. They make the most of every moment. Nothing holds them back.
Conversion – Splurge Eating
Conversion - Splurge Eating
Awareness - Splurge Eating
Awareness - Splurge Eating
SUBURBANITES
Routines, kids, responsibilities are the main focus for suburbanites. Breaking the routine sometimes feels like breaking the law. They crave more ways to live outside the box and ingest fun/”extra” into their life.
Frequent Restaurant Diners - Conversion
Frequent Restaurant Diners - Conversion
Frequent Restaurant Diners - Awareness
Frequent Restaurant Diners - Awareness
Content Library
In order to have enough imagery to sustain the social campaign, we created a content library to be used throughout the year.
Role: Creative Director & Art Director
Role: Creative Director & Art Director
