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New Content Strategy for TGI Fridays

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SusanGeorge2
SusanGeorge2

This document provides an overview and strategy for TGI Fridays' social media presence and content plan. It looks back at their previous static social media posts and implementation of short videos. It proposes shifting to a more meaningful voice on social platforms and building relationships. Ideas are presented for social platforms like TikTok, Snapchat, and Instagram including videos, employee takeovers, competitions, and influencer collaborations. A 2021 marketing calendar is also included with relevant dates and holidays to consider for campaigns. The goal is to increase engagement and followers through more dynamic content.

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CLIENT PROJECT TASK DATE TGIF TGIF CONTENT STRATEGY DECEMBER 7
Overview • Brand journey social media space: Looking back and now • Way forward: Social media strategy • Building meaningful relationships: Shifting voice
Looking Back • Static posts • Implemented short videos
Looking Back
• Communication: Product based, dining experiences and campaign related • Frequency of posts: On an average, 4 posts per week and daily stories Looking Back
Way Forward
Social Media Life Cycle INITIATE ACQUISITION CREATE AWARENESS BUILDING RELATIONSHIPS INITIATE DEVELOP RETAIN E N G A G E M E N T • Creating awareness of the brand in social space • Build on fan numbers • Open gate to everybody • Reach threshold fan base for organic growth • Like ‘You’ for who ‘You’ are • ‘You’ are now part of their social network • Fans initiating and leading conversations with ‘You’ • Stage of Retention & Friendship • Fans are encouraged to generate content MOVE FROM BEING A MERE VOICE TO SOMETHING MORE MEANINGFUL
TGI Fridays Multidimensional Voice Fun Playful Casual Friendly Trend Maker
TGI Fridays Egypt Leverage Egypt’s love for sports by hosting Sports related competitions on Instagram
TGI Fridays Egypt Implement memes
TGI Fridays KSA Content geared towards experiences with family – a series of happy moments at Fridays
TGI Fridays UAE Content that is more bold and punny Less mix of static content and more videos and GIFs Employee testimonials
Ideas for TikTok
What I do during my break Love to serve! Loving the Fridays vibes!
Just sharing some love! Can you balance your Potato Twisters?
Loving the festive vibes! While waiting for our order..
Brand Takeover TGIF TiktokBomb
Try TGI Fridays low calories options! Good vibes are on! This or That?
Ideas for Snapchat
SNAPCHAT STRATEGY 1. Employee Takeover For a behind the scenes personal experience - Alternate between chefs, servers, hosts, etc
SNAPCHAT STRATEGY 2. Featuring customers in stories Designate a day of the week when you only put up images of your restaurant guests in your Snapchat story. Patrons like to be acknowledged. Featuring them in your stories will give them their moment of recognition. Ask them to talk about their experiences, as well as what makes them come back every time to eat at your restaurant (that’s some great word of mouth right there).
SNAPCHAT STRATEGY 3. Influencer Takeover Designate a day of the week when you only put up images of your restaurant guests in your Snapchat story. Patrons like to be acknowledged. Featuring them in your stories will give them their moment of recognition. Ask them to talk about their experiences, as well as what makes them come back every time to eat at your restaurant (that’s some great word of mouth right there).
SNAPCHAT STRATEGY 4. 24-hour giveaways/coupons/vouchers Giveaways every 24 hours to our Snapchat followers. We will be providing Snapchat users with a code and they have to give it to the branch during visit to get a free dessert
SNAPCHAT STRATEGY Creating a lens /filter Creating a Snapchat Geofilter will cost minimum AED 60
Snapchat Filters by Zombie Bob’s Pizza
Nandos UK Came up with a filter: ‘Did The Dash’
Instagram Filters that help decide what to eat
Instagram Stickers:
Recommendations to increase followers and engagement • The following recommendations will help increase followers and awareness for all social media channels of TGI Fridays • The focus is to achieve this with the help of reinforcing current messaging of ‘Friday Feeling’ and building customer loyalty.
Past competitions - Results Results from running competitions – month of June 2020
Run competitions to increase followers • Mechanism: Run sponsored ad Instagram competitions to increase followers and engagement. • Idea #1: Create awareness for new activations and offers • Mechanism: Ask audience a question regarding an upcoming offer like Big AF burgers • The audience has to name all 5 burgers of the campaign and they win a meal for two.
Idea #2: Memories at TGIF • Mechanism: • Participants will submit their photos of their favorite memories from TGIF Fridays. It’s a great source of user-generated content and can be used in future marketing campaigns to show how much people love TGIF. • Mechanism: Audience has to upload their memories on story/post and tag the Instagram handle
Idea #3: Celebrate a loved one • The idea is to promote the Friday feeling and giving back • Mechanism: Audience has to tag their mom/dad/significant other. • Winners will win a free dinner for their mom/dad/significant other.
Engaging Content • Push engaging content via Instagram stories • This can be interactive quizzes like: What are your plans for the weekend? • Launching a flash pop quiz about TGI Fridays via Instagram Story
Instant gratification • From time to time we create stories and Instagram posts with quizzes via Instagram Stories enticing users to interact with it to receive a meal on spot • The quizzes will be posted multiple times throughout the month • We randomly pick a winner who gets all the answers right: this could be the first one to comment, first one to tag a friend, the 10th fan to comments the right answer, the one who likes the post first on first day of month etc.
Intimate Social Gatherings • Host intimate social gatherings with an influencer • The influencer will then bring 5-6 of his influencer friends
Reinforce messaging with the influencer campaigns • Collaborating with existing and new influencers to reinforce messaging for the brand • Giveaway competitions – asking them to promote the TGI social accounts to gain followers from their page followers
Collaboration with kid influencers • The objective of collaborating with kid influencers would be to highlight their kids menu and birthday parties • Kid influencer recommendations are as follows: • Name: Jayden Joshua • Profile Link: https://www.instagram.com/jaydenjoshuadiab/ • Following: 33.2K
Kid influencer – Chef Aysha • The Youngest Emirati Chef • Winner of Kidzania MiniChef 2018 • Currently studying at ICCA - International Centre for Culinary Arts • Number of followers: 76.5K • Link: https://www.instagram.com/chefaysha/
Kid influencers – Noushie & Kikki • Number of followers: 5,362 • Link: https://www.instagram.com/noushieandkikki /
GIF Stickers Create Instagram GIF Stickers for TGIF
How to implement GIF Stickers Create Instagram GIF Stickers for TGIF Step 1: Become A Verified Brand on GIPHY Step 2: Upload Stickers To GIPHY Step 3: Test Sticker On Instagram Stories It usually takes a minimum of 2-3 hours for the sticker to be discoverable on Instagram Stories.
Social Media
2021 Marketing Calendar
January Focus on Grill kit campaign: Price: Starts from AED 99 2 premium grade 100% beef patties, 2 slices of American cheese, lettuce, pickles, tomatoes, sliced onions and 2 brioche buns 1 caesar salad choice of 2 sides and 2 sauces.
Overview of competitor activity for Grill Kits Brand: BBQ Box Link: https://www.instagram.com/bbqbox.ae/
January – Overview of competitor activity for Grill Kits Brand: BBQ Box Price: Starts from AED 205 Box of 6 burgers with sauces, cheese and coffee at an extra cost
Overview of competitor activity for Grill Kits Brand: Salt Link: https://www.instagram.com/bbqbox.ae/
Brand: Salt Price: Starts from AED 210 10 wagyu beef patties, 10 buns, lettuce, cheese slices, jalapeno, pickles, chopped onions, tomato slices, original salt sauce, fire salt sauce, bbq sriracha sauce, salt and pepper. January – Overview of competitor activity for Grill Kits
Overview of competitor activity for Grill Kits Brand: Double Patty Link: https://www.instagram.com/doublepatty.ae/
Brand: Double Patty Price: Starts from AED 360 Single Patty box with 12 patties January – Overview of competitor activity for Grill Kits
Mood board for the Grill Kit campaign
Mood board for the Grill Kit campaign
January Focus on Grill kit campaign: Preview of the social media creatives
January Focus on Grill kit campaign: The focus on January will be the Grillkit campaign. The campaign will be amplified by: - Social Media Campaign push - Sponsored ads - Influencer campaign - Creative video campaign - Photography which shows sand dunes and more lifestyle oriented content
Concepts for Grill Kit videos
Concepts for Grill Kit videos
Concepts for Grill Kit videos
Calendar - January January 01: English New Year, January 01: Global family day January 01: World Peace Day January 10: World Laughter Day January 20: National Cheese Lovers Day January 25: Revolution Day (Egypt)
Calendar - February February 5: World Nutella Day February 6: Eat Ice Cream for Breakfast Day February 11: Make a Friend Day February 14: Saint Valentine's Day February 25: National Day (Kuwait) February 26: Liberation Day (Kuwait)
Calendar - March March 8: International Women’s day March 10: International Day of Awesomeness March 20: International day of happiness March 21: Mothers day (Middle East)
Calendar - April April 1: April Fools day April 3: Find a Rainbow Day April 2: World Autism Awareness Day April 12: Easter April 22: World Earth Day April 29: International Dance Day
Calendar - May May 1: World Laughter Day May 1: Labour Day (Egypt and Bahrain) May 2: Baby Day May 2: Brothers and Sisters Day May 11: Eat What You Want Day May 20: Be a Millionaire Day May 24: Eid Al Fitr 31 May-6 June: National BBQ Week
Calendar - June June 1: World Milk Day June 4: National Cheese Day June 7: World Food Safety Day June 7: National Chocolate Ice Cream Day June 8: Best Friends Day June 11: National Corn on the Cob Day June 21: Father’s Day
Calendar - July July 1: Creative Ice Cream Flavors Day July 1: International Chicken Wing Day July 1: International Joke Day July 7: World Chocolate Day July 17: World Emoji Day July 23: Revolution Day (Egypt) July 30: International Friendship Day 2021 July 30: Eid al-Adha 2020
Calendar - August August 1: Eid al-Adha August 8: International Cat Day August 9: Book Lover's Day August 2: Eid al-Adha August 19: World Photography Day August 19: National Potato Day August 23: Islamic New Year
Calendar - September September 4: Bring Your Manners to Work Day September 4: International Bacon Day September 9: Teddy Bear Day September 12: Chocolate Milk Shake Day September 12: Grandparent's Day September 13: Fortune Cookie Day September 13: Positive Thinking Day September 13: International Chocolate Day September 21: International Peace Day September 21: World Gratitude Day September 23: Saudi National Day
Calendar - October October 1 – International day for the elderly 1 October: World Vegetarian Day 8 October: World Egg Day 14-19 October: Chocolate Week October 15 – World Students Day October 16 – World Food Day 25 October: World Pasta Day 29 Oct - Prophet Muhammad's Birthday 31 October: Halloween
Calendar - November November 2: Look for Circles Day November 3: National Sandwich Day November 5: Men Make Dinner Day November 6: National Nacho Day November 13: World Kindness Day November 14: Children’s day November 17: World Student day November 18: World Adult day November 21: World Hello Day November 26: Thanksgiving
Calendar - December December 1: Commemoration Day (UAE) December 2: National Day (UAE) December 3: National Day Holiday (UAE) December 8: National Brownie Day December 13: Ice Cream Day December 16: Bahrain Independence Day December 18: Qatar National Day December 24: National Chocolate Day December 25: Christmas Day December 31: New Year’s Eve
Media/PR
Collaboration with media • Media coverage with popular food channels highlighting dining experiences in Dubai BBC Good Food Middle East
Inviting media to events • Inviting media to our branches like Rove Downtown for a media event • The theme of the event could be to sample the new menu like Big AF burgers

More Related Content

New Content Strategy for TGI Fridays

  • 2. Overview • Brand journey social media space: Looking back and now • Way forward: Social media strategy • Building meaningful relationships: Shifting voice
  • 3. Looking Back • Static posts • Implemented short videos
  • 5. • Communication: Product based, dining experiences and campaign related • Frequency of posts: On an average, 4 posts per week and daily stories Looking Back
  • 7. Social Media Life Cycle INITIATE ACQUISITION CREATE AWARENESS BUILDING RELATIONSHIPS INITIATE DEVELOP RETAIN E N G A G E M E N T • Creating awareness of the brand in social space • Build on fan numbers • Open gate to everybody • Reach threshold fan base for organic growth • Like ‘You’ for who ‘You’ are • ‘You’ are now part of their social network • Fans initiating and leading conversations with ‘You’ • Stage of Retention & Friendship • Fans are encouraged to generate content MOVE FROM BEING A MERE VOICE TO SOMETHING MORE MEANINGFUL
  • 8. TGI Fridays Multidimensional Voice Fun Playful Casual Friendly Trend Maker
  • 9. TGI Fridays Egypt Leverage Egypt’s love for sports by hosting Sports related competitions on Instagram
  • 11. TGI Fridays KSA Content geared towards experiences with family – a series of happy moments at Fridays
  • 12. TGI Fridays UAE Content that is more bold and punny Less mix of static content and more videos and GIFs Employee testimonials
  • 14. What I do during my break Love to serve! Loving the Fridays vibes!
  • 15. Just sharing some love! Can you balance your Potato Twisters?
  • 16. Loving the festive vibes! While waiting for our order..
  • 18. Try TGI Fridays low calories options! Good vibes are on! This or That?
  • 20. SNAPCHAT STRATEGY 1. Employee Takeover For a behind the scenes personal experience - Alternate between chefs, servers, hosts, etc
  • 21. SNAPCHAT STRATEGY 2. Featuring customers in stories Designate a day of the week when you only put up images of your restaurant guests in your Snapchat story. Patrons like to be acknowledged. Featuring them in your stories will give them their moment of recognition. Ask them to talk about their experiences, as well as what makes them come back every time to eat at your restaurant (that’s some great word of mouth right there).
  • 22. SNAPCHAT STRATEGY 3. Influencer Takeover Designate a day of the week when you only put up images of your restaurant guests in your Snapchat story. Patrons like to be acknowledged. Featuring them in your stories will give them their moment of recognition. Ask them to talk about their experiences, as well as what makes them come back every time to eat at your restaurant (that’s some great word of mouth right there).
  • 23. SNAPCHAT STRATEGY 4. 24-hour giveaways/coupons/vouchers Giveaways every 24 hours to our Snapchat followers. We will be providing Snapchat users with a code and they have to give it to the branch during visit to get a free dessert
  • 24. SNAPCHAT STRATEGY Creating a lens /filter Creating a Snapchat Geofilter will cost minimum AED 60
  • 25. Snapchat Filters by Zombie Bob’s Pizza
  • 26. Nandos UK Came up with a filter: ‘Did The Dash’
  • 27. Instagram Filters that help decide what to eat
  • 29. Recommendations to increase followers and engagement • The following recommendations will help increase followers and awareness for all social media channels of TGI Fridays • The focus is to achieve this with the help of reinforcing current messaging of ‘Friday Feeling’ and building customer loyalty.
  • 30. Past competitions - Results Results from running competitions – month of June 2020
  • 31. Run competitions to increase followers • Mechanism: Run sponsored ad Instagram competitions to increase followers and engagement. • Idea #1: Create awareness for new activations and offers • Mechanism: Ask audience a question regarding an upcoming offer like Big AF burgers • The audience has to name all 5 burgers of the campaign and they win a meal for two.
  • 32. Idea #2: Memories at TGIF • Mechanism: • Participants will submit their photos of their favorite memories from TGIF Fridays. It’s a great source of user-generated content and can be used in future marketing campaigns to show how much people love TGIF. • Mechanism: Audience has to upload their memories on story/post and tag the Instagram handle
  • 33. Idea #3: Celebrate a loved one • The idea is to promote the Friday feeling and giving back • Mechanism: Audience has to tag their mom/dad/significant other. • Winners will win a free dinner for their mom/dad/significant other.
  • 34. Engaging Content • Push engaging content via Instagram stories • This can be interactive quizzes like: What are your plans for the weekend? • Launching a flash pop quiz about TGI Fridays via Instagram Story
  • 35. Instant gratification • From time to time we create stories and Instagram posts with quizzes via Instagram Stories enticing users to interact with it to receive a meal on spot • The quizzes will be posted multiple times throughout the month • We randomly pick a winner who gets all the answers right: this could be the first one to comment, first one to tag a friend, the 10th fan to comments the right answer, the one who likes the post first on first day of month etc.
  • 36. Intimate Social Gatherings • Host intimate social gatherings with an influencer • The influencer will then bring 5-6 of his influencer friends
  • 37. Reinforce messaging with the influencer campaigns • Collaborating with existing and new influencers to reinforce messaging for the brand • Giveaway competitions – asking them to promote the TGI social accounts to gain followers from their page followers
  • 38. Collaboration with kid influencers • The objective of collaborating with kid influencers would be to highlight their kids menu and birthday parties • Kid influencer recommendations are as follows: • Name: Jayden Joshua • Profile Link: https://www.instagram.com/jaydenjoshuadiab/ • Following: 33.2K
  • 39. Kid influencer – Chef Aysha • The Youngest Emirati Chef • Winner of Kidzania MiniChef 2018 • Currently studying at ICCA - International Centre for Culinary Arts • Number of followers: 76.5K • Link: https://www.instagram.com/chefaysha/
  • 40. Kid influencers – Noushie & Kikki • Number of followers: 5,362 • Link: https://www.instagram.com/noushieandkikki /
  • 41. GIF Stickers Create Instagram GIF Stickers for TGIF
  • 42. How to implement GIF Stickers Create Instagram GIF Stickers for TGIF Step 1: Become A Verified Brand on GIPHY Step 2: Upload Stickers To GIPHY Step 3: Test Sticker On Instagram Stories It usually takes a minimum of 2-3 hours for the sticker to be discoverable on Instagram Stories.
  • 45. January Focus on Grill kit campaign: Price: Starts from AED 99 2 premium grade 100% beef patties, 2 slices of American cheese, lettuce, pickles, tomatoes, sliced onions and 2 brioche buns 1 caesar salad choice of 2 sides and 2 sauces.
  • 46. Overview of competitor activity for Grill Kits Brand: BBQ Box Link: https://www.instagram.com/bbqbox.ae/
  • 47. January – Overview of competitor activity for Grill Kits Brand: BBQ Box Price: Starts from AED 205 Box of 6 burgers with sauces, cheese and coffee at an extra cost
  • 48. Overview of competitor activity for Grill Kits Brand: Salt Link: https://www.instagram.com/bbqbox.ae/
  • 49. Brand: Salt Price: Starts from AED 210 10 wagyu beef patties, 10 buns, lettuce, cheese slices, jalapeno, pickles, chopped onions, tomato slices, original salt sauce, fire salt sauce, bbq sriracha sauce, salt and pepper. January – Overview of competitor activity for Grill Kits
  • 50. Overview of competitor activity for Grill Kits Brand: Double Patty Link: https://www.instagram.com/doublepatty.ae/
  • 51. Brand: Double Patty Price: Starts from AED 360 Single Patty box with 12 patties January – Overview of competitor activity for Grill Kits
  • 52. Mood board for the Grill Kit campaign
  • 53. Mood board for the Grill Kit campaign
  • 54. January Focus on Grill kit campaign: Preview of the social media creatives
  • 55. January Focus on Grill kit campaign: The focus on January will be the Grillkit campaign. The campaign will be amplified by: - Social Media Campaign push - Sponsored ads - Influencer campaign - Creative video campaign - Photography which shows sand dunes and more lifestyle oriented content
  • 56. Concepts for Grill Kit videos
  • 57. Concepts for Grill Kit videos
  • 58. Concepts for Grill Kit videos
  • 59. Calendar - January January 01: English New Year, January 01: Global family day January 01: World Peace Day January 10: World Laughter Day January 20: National Cheese Lovers Day January 25: Revolution Day (Egypt)
  • 60. Calendar - February February 5: World Nutella Day February 6: Eat Ice Cream for Breakfast Day February 11: Make a Friend Day February 14: Saint Valentine's Day February 25: National Day (Kuwait) February 26: Liberation Day (Kuwait)
  • 61. Calendar - March March 8: International Women’s day March 10: International Day of Awesomeness March 20: International day of happiness March 21: Mothers day (Middle East)
  • 62. Calendar - April April 1: April Fools day April 3: Find a Rainbow Day April 2: World Autism Awareness Day April 12: Easter April 22: World Earth Day April 29: International Dance Day
  • 63. Calendar - May May 1: World Laughter Day May 1: Labour Day (Egypt and Bahrain) May 2: Baby Day May 2: Brothers and Sisters Day May 11: Eat What You Want Day May 20: Be a Millionaire Day May 24: Eid Al Fitr 31 May-6 June: National BBQ Week
  • 64. Calendar - June June 1: World Milk Day June 4: National Cheese Day June 7: World Food Safety Day June 7: National Chocolate Ice Cream Day June 8: Best Friends Day June 11: National Corn on the Cob Day June 21: Father’s Day
  • 65. Calendar - July July 1: Creative Ice Cream Flavors Day July 1: International Chicken Wing Day July 1: International Joke Day July 7: World Chocolate Day July 17: World Emoji Day July 23: Revolution Day (Egypt) July 30: International Friendship Day 2021 July 30: Eid al-Adha 2020
  • 66. Calendar - August August 1: Eid al-Adha August 8: International Cat Day August 9: Book Lover's Day August 2: Eid al-Adha August 19: World Photography Day August 19: National Potato Day August 23: Islamic New Year
  • 67. Calendar - September September 4: Bring Your Manners to Work Day September 4: International Bacon Day September 9: Teddy Bear Day September 12: Chocolate Milk Shake Day September 12: Grandparent's Day September 13: Fortune Cookie Day September 13: Positive Thinking Day September 13: International Chocolate Day September 21: International Peace Day September 21: World Gratitude Day September 23: Saudi National Day
  • 68. Calendar - October October 1 – International day for the elderly 1 October: World Vegetarian Day 8 October: World Egg Day 14-19 October: Chocolate Week October 15 – World Students Day October 16 – World Food Day 25 October: World Pasta Day 29 Oct - Prophet Muhammad's Birthday 31 October: Halloween
  • 69. Calendar - November November 2: Look for Circles Day November 3: National Sandwich Day November 5: Men Make Dinner Day November 6: National Nacho Day November 13: World Kindness Day November 14: Children’s day November 17: World Student day November 18: World Adult day November 21: World Hello Day November 26: Thanksgiving
  • 70. Calendar - December December 1: Commemoration Day (UAE) December 2: National Day (UAE) December 3: National Day Holiday (UAE) December 8: National Brownie Day December 13: Ice Cream Day December 16: Bahrain Independence Day December 18: Qatar National Day December 24: National Chocolate Day December 25: Christmas Day December 31: New Year’s Eve
  • 72. Collaboration with media • Media coverage with popular food channels highlighting dining experiences in Dubai BBC Good Food Middle East
  • 73. Inviting media to events • Inviting media to our branches like Rove Downtown for a media event • The theme of the event could be to sample the new menu like Big AF burgers