2 Years of Carlnívoros
Year 2016
Finalist and second place in the LATAM Digital awards organized by Interlat Colombia, 2017.
Problem
The CARL’S JR hamburger chain was about to celebrate its two years in the Honduran market but faced a challenge:
Visits and sales within the restaurants had declined by 5% from August to October. Additionally, this chain is located exclusively in the city of San Pedro Sula, in an area with intense competition, and CARL’S JR positions itself as a fast-food option with relatively higher prices.
How do we generate interest in a growing and relatively new chain in the market?
Solution
We decided to celebrate the 2 years of CARLNÍVOROS with the search for the #CARLNÍVORO of San Pedro Sula.
Every day during the anniversary month, we launched a unique and challenging promotion: come as a couple, with two dots on your face, unintentionally in uniform, and 12 more promotions. This way, we offered special discounts throughout the anniversary month, providing an opportunity for people to try desired products without concerns about the price.
Results
We became top of mind throughout the month of November on social media.
One of our major national competitors established similar discounts on their breakfast items, offering products at equal prices.
Sales during the month of November increased by 4.5% in both restaurants, and foot traffic grew by 14%.
On social media, we grew organically by 21% in fans during the anniversary month.
We achieved an interaction from over 200 people per average post.
Our shareability increased by 102% in a month.
CASE BOARD
-SPANISH-
