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Shake Shack recruits social media to do the selling
Shake Shake a successful burger brand knows Millennials and has strong social media presence.
Photo Credit: Stocksnapper/Shutterstock.com
New York-based Shake Shack may not have the most Instagram, Facebook or Twitter followers, but the brand has outdone the competition with the power of generating social media clout in real time.
The brand’s social media presence has a stronghold on Millennials, and at a minimal cost, in turn keeping the brand’s advertising budget to a minimum.
According to a new report by Goldman Sachs, the chain has chosen to invest in building an audience on social media sites like Instagram and Vine – portals that Millennials are highly active in.
"[Shake Shack] does essentially no traditional marketing, but has a strong presence on social media, which speaks to its relevance among Millennials," Goldman stated in its analyst report. "Using both Vine and Instagram as examples, its followers are much larger than what its system sales would suggest."
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
