What is in this article?:
- NRN Social 200: Dairy Queen, Krystal among October's most engaged brands
- Making a deal
- Giving back gets engagement
- Double Dip’n
Giving back gets engagement
October usually tends to be a big month for restaurants’ cause marketing, particularly around fundraising for breast cancer research.
Hungry Howie’s Pizza, based in Madison Heights, Mich., leveraged its “Love, Hope, Pizza” campaign to the largest weekly gain in Social 200 index scores for the month, at 60.8 percent, rising to 14.23 during the third week of October.
The image shared on Facebook and Twitter that received the most engagement during that week had nothing to do with Hungry Howie’s brand: the logo for the National Breast Cancer Foundation. Nonetheless, Hungry Howie’s received nearly 400 likes and more than 40 shares — much more than its typical Facebook posts received — because the image’s caption detailed the chain’s fundraising efforts. For every new like Hungry Howie’s received on its brand Facebook page, the chain donated $1 to the NBCF, which promotes early detection of breast cancer and provides mammograms to women in need.
The Facebook posts and tweets supporting Hungry Howie’s cause marketing campaign carried the hash tag, “#LoveHopePizza.”
Similarly, Jersey Mike’s Subs also pledged to give $1 to its own Wreaths Across America charity for every social action the chain’s Facebook fans do to call attention to the cause of supporting the nation’s military veterans. Manasquan, N.J.-based Jersey Mike’s called the campaign the “Social Giving Menu,” allowing people the choice of tweeting or sharing on Facebook about Wreaths Across America, following or liking Jersey Mike’s on Twitter or Facebook, or using Instagram to upload a picture of what giving means to that fan, using the hash tag “#GivingMenu.”
During the third week in October, Jersey Mike’s increased its Social 200 score 19.6 percent to 11.25.