Tackling Cajun Cravings

The Bojangles’ Brand is a profoundly successful quick serve restaurant chain serving the southeastern United States. Viamark represents the largest franchisee in the Bojangles’ system, with 70 locations. Over the last 20 years, our agency has worked to maintain our client’s strong brand presence and ongoing growth.

Need/Goal

In addition to maintaining ongoing brand presence and growth, Bojangles wanted to use social media to engage customers on a higher level.

Solution

Viamark created a community-focused, heartfelt, social media campaign using a cross-platform radio strategy which connected local partners with engaged listeners. In addition to strategic media placement and promotional support from our partners, we provided value-added sponsorship messaging to help create a real ‘social’ environment – one where Bojangles was engaging and rewarding their customers, and potential customers.

Result

Viamark helped Bojangles boost their social media engagement from several hundred to over twenty-thousand fans. This was achieved in large part to strategic radio placement and messaging, along with subsequent engagement. 

Unique Fact

For campaigns like this, Viamark uses what we call our Tradigital approach. Tradigital uniquely combines anchored traditional messaging that drives mass repetition with digital messaging for targeted emotional engagement.‍

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