BURGERFUEL
Having recently branched out into the USA, Burgerfuel is continuing its mission to take over the world one burger at a time. Aiding the company’s growth and expansion is its strong social presence by its in-house marketing team. We ask global communications manager Kate Mcgahan to give us the lowdown on what makes them tick.
What’s the secret behind a strong social presence? How do you use the channel effectively to reach your audience?
For us, having a strong social presence is about being authentic, creating great, genuine content that people enjoy viewing and making sure we’re total ninjas when it comes to targeting and re-marketing. Accessibility is key too – social is a great place to talk with our customers, so being there to respond quickly and personally when someone reaches out is non-negotiable for us.
As a brand that offers a lot of different food options for a lot of different lifestyles, targeting is not a luxury; it’s essential. We work hard to ensure that our audience only sees content that is relevant to them – and that the content is always delicious!
What are some of the channels and methods you use to create a strong social presence?
Gourmet burgers are at the centre of everything we do, so #burgerporn leads our strategy, but the Burgerfuel experience extends far beyond this. We run an arts programme called ‘Creative, Sweet’ with in-house Burgerfuel artists who paint custom murals in our stores and communities, run our very own global radio station (Radio Burgerfuel) and are heavily involved in the car scene.
Social media allows us to connect the loop with how we’re activating these cultural pillars in our stores, on the streets and at events. Through video content on Youtube, live stories on Instagram and Facebook, and awesome images posted on both channels in real time, we can invite everyone into the unique Burgerfuel experience.
How does Burgerfuel’s in-house marketing work?
We run our marketing department like an in-house agency. Almost everything you see comes from inside the walls of Burgerfuel HQ. The burger pictures we post on Facebook and Instagram are unretouched and taken by members of our team or customers in our stores. Our staff also star in our videos and copywriting is a crowdsourced gig within the marketing department.
You guys seem to spend quite a lot on crafting your social campaigns. Do you think brands sometimes go too cheap when developing stuff for social?
You don’t need to spend huge money on content creation, but you do need to be creative, nimble and authentic. Look at Instagram Stories, for example. It doesn’t cost a thing to create or post, but at the tap of a button we’re instantly able to invite people inside the world of Burgerfuel from NZ to the USA, to Dubai, Australia and beyond.
Having fun and not taking ourselves too seriously is a Burgerfuel essential for producing great, high-quality work – how can we expect a customer to enjoy viewing our content if we didn’t have fun making it?