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Burger Crush

Burger Crush Direct Message Case Study

Client

Burger Crush

Service

  • DM Campaign
  • Promotion
  • Strategic Automation

all about integration.

User-generated content needs to work within your paid ads strategies, your personal brand needs to work with your business brand, and promotions or giveaways need to incorporate follow-up in order to really give you an ROI.
Knowing that a simple giveaway wasn’t enough to drive sales or build the number of people in our funnel, we started testing an automated direct messaging campaign with Burger Crush.
Using a program called ManyChat, we set up a few flow charts. Here’s how it looked (it’s not as complicated as it looks):

Goals

To connect with as many users as possible through automated DMs
  • We made the process easy on the user (customer) by having all responses and follow up on the client end
  • We also made the campaign easy on the client by automating the entire process
To expand the client email list
  • We ensured gathering an email address to get the coupon code was part of the work flow
  • If users stopped at any time throughout the process, we built in a follow-up prompt to remind/engage them
  • The names and emails were automatically imported (as the customer entered their details) onto a Google Sheet ready for collection.

Complete integrated automation drove remarkable growth: New Followers reached 900, Reach surged 431% to 58,744, Impressions rose 290% to 227,919, Accounts Engaged jumped 2111% to 6,562, Post Interactions surged 1836% to 10,302, Reel Interactions rose 108% to 1,639, Story Interactions spiked 4250% to 435, totaling 4,552 email subscribers, up 470%.

Our PQ Team was broken into the following teams:

DM Campaign

Knowing that a simple giveaway wasn’t enough to drive sales or build the number of people in our funnel, we started testing an automated direct messaging campaign with Burger Crush. Using a program called ManyChat, we set up a few flow charts. We picked a trigger to begin the flow; in this case, it was commenting on a post The trigger will send a custom message into their DM’s.

Promotion

Ensuring the client had a solid offer for their audience. A 2:1 deal is worth the effort of filling in your information and going back and forth a bit.

Strategic Automation

Why is this strategy effective? Low Barrier to entry. Instead of having to take all of these steps before being able to enter, the labour and energy are on the brand (but it’s automated). The user must simply comment one word to get a private prompt in the DM’s. Getting in the DM’s When you communicate in the DMs, you’re not competing in the main feed with all the distractions. It’s more personal. Builds credibility with the social giants Social media is geared towards keeping people on its platform. If your content takes them off its platform (yes, they do track this) by whatever means, the social giants will disapprove. This allows you to build relationships on its platforms, in turn helping to build the visibility of your page and posts.

Results

The results were truly wild for a local burger shop.

431% increase in new followers

just $386 spent on ads

470% increase in email subscribers

"[PQ did] such a great job…we received an overwhelming response!"

Chantal, Burger Crush

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