How one humble, WA chook, became an international social media sensation.
Putting some understanding around the business problem, or opportunity.
Once a much loved brand in Western Australia, fast- food retailer Chicken Treat had undergone a decline of sorts over the last decade and was in urgent need of rebranding.
The opportunity was there to showcase Chicken Treat’s new sense of fun and optimism for a younger market.
We wanted to start a whole new conversation with customers, with a view to:
Finding a new, creative way to get the customer conversation started.
We’re an advertising agency that doesn’t always talk in the TV channels; instead we developed a programme of social media marketing designed to attract a younger, fun- loving demographic.
Our idea involved a real, live chicken called, Betty.
We set Betty up in a luxury coop, with a keyboard, in the hope of her setting a world Guinness record:
Become the first chicken to tweet a five letter word in English.
For six weeks Betty’s words (or attempts at them) were tweeted directly to Chicken Treat’s Twitter followers.
How did we go converting the objectives into results?
Chicken Treat’s Twitter following grew from 400 (pre-campaign) to over 40,000 (post-campaign).
Over $2 million was generated in earned media.
Betty’s journey was picked up by almost every major media outlet in the world: Time, Vice, Buzzfeed, Mashable, The Lad Bible, Pedestrian tv, CNN, Gizmodo, NBC, The Discovery Channel, Nine MSM, The Today Show, The Morning Show and The Chaser.
Within a week, she’d officially trended on both Twitter and Facebook, and #ChickenTweet earned over 17,000,000 impressions.
Most excitingly, she was even re-tweeted by the hit U.S series: Orange is the New Black