Social Media Marketing

Pizza Hut

Pizza Hut wanted to promote its value offerings – great food at a great price – to value-conscious Americans.

Results

41M

Views

1.9M

Engagements

1B

Media Impressions

challenges

Approach

Title Prioritization

The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.

Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.

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Content Creation matrix

After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.

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This workflow was centered around four main considerations:

First, identifying a relevant cultural moment.
Second, correlating the cultural moment to a relevant Fox property.
Third, leveraging a powerful social platform.
Fourth, identifying KPIs.

Summary

Our three-pronged campaign launched in Q1 and continued into Q2 with a mix of micro, macro and mega-creators touting Pizza Hut’s $7 Deal Lover’s Menu and their limited-time $12 ANY deal across a range of platforms aimed at Gen Z.

$7 Deal Lover’s Menu: Three creators promoted the everyday $7 Deal Lover’s Menu through cheeky content that took aim at QSR competitors who were in the news for surge pricing.

‍$12 ANY: Cody Ko followed up an organic Goodbye Pies reaction video with two branded videos that highlighted the $12 ANY offering, and his favorite toppings. Finally, mega foodie, Keith Lee partnered with Pizza Hut to create his favorite $12 ANY combination and give back to his community with the Keith FamiLEE Community pie.