For Pizza Hut Restaurants, 2016 spelled social media fame. Content from a series of activations and interruptions reached in excess of 350 million people, including one well-timed tweet which reached 64 million people alone, gaining coverage in 140+ titles worldwide.
In 2017 we evolved the ‘Taste Freedom’ strategy to focus on fewer, better, bolder campaigns, underpinned by a vigorous day-to-day content strategy.
We aligned Pizza Hut Restaurants with brands which resonated with a broad millennial audience on a lifestyle level and screamed ‘freedom.
Pizza Hut Restaurants became the first casual dining sponsor of popular gaming event, Upload, raising the its profile amongst 15-18-year-old and giving us access to the wildly popular Sidemen.
For the older segment of our audience, we launched a summer-long campaign with Ibiza Rocks that included an experiential, on-location ‘Hangover Hut’, Spotify playlists compiled by Ibiza Rocks DJs, live interactive games and legacy content.
A day-to-day content strategy, refined over three years of working with Pizza Hut Restaurants, complimented campaigns activity and comprised:
• A robust dark ads strategy across Instagram and Facebook
• Regular rich video content capitalising on pop culture trends as well as NPD
• Brave ‘always on’ community management
• Nimble reactive content
4.9m views of video content that included #TasteFreedom messaging
Campaigns alone reached 62.6m and attracted 470,000 rich engagements
114,000 hits to dedicated campaign landing pages
MTV UK attended Ibiza Rocks Hotel event with Pizza Hut Restaurants to cover the activity
Day-to-day video content was organically and regularly picked up by titles including Ladbible and Pretty52
Increased key social channel, Instagram, by 300%
Upload triggered a significant uplift in additional sales in the days following the event
Activity contributed to an overall increase in sales