Several brands made repeat visits to the NRN Social 200’s weekly top five gainers list during the third week of July, building upon successful social strategies begun earlier this summer.
In the week between July 6 and July 12, both Boston Market and 7-Eleven showed the value of consistently posting content, whether it was a promotion for a menu item or a comprehensive campaign involving all of the brand’s social media platforms. For the following week, beginning July 13, those two chains once again finished No. 1 and No. 2 in weekly growth of their Social 200 index scores.
Papa Murphy’s, another repeat leader in weekly Social 200 index growth, continued to benefit from its summer contest, the Take ‘N Grill Sweepstakes.
White Castle and Buca di Beppo made their first appearances in this year’s recaps of the Social 200 top gainers, with Facebook posts that show one piece of compelling content — and in the case of Buca, a compelling offer — can make an appreciable difference in social media engagement.
1. Boston Market
Weekly percent change: +21.7%
Index score: 12.59
Boston Market continued its successful Facebook engagement last week by highlighting several different meal options, including its Market Bowls and its signature rotisserie chicken. To drum up interest in the latter, Boston Market’s Facebook page linked to an outside article from Yahoo that suggested seven different ways to use a store-bough rotisserie chicken in meals, like wraps and pulled-chicken sandwiches. The brand’s most-shared post was for a $1-off coupon for its ribs.
Weekly percent change: +21.4%
Index score: 34.14
It wasn’t the catchy “7/11” Slurpee giveaway that spiked engagement for the C-store chain July 11, but another one-day deep discount, that led to another spike in likes, comments and shares for 7-Eleven. The offer of a medium iced coffee for just $1 on July 17 garnered more than 7,000 likes, nearly 200 comments and more than 500 shares on Facebook. Both that post and a complementary tweet were joined by the hash tag “#AWESUMMER.”