Franchise Times: Using Social Media to Generate Brand Awareness

When it comes to launching a social media campaign, creativity wins by forming partnerships that can be beneficial for everyone. 

The better breakfast franchise out of Charlotte, Famous Toastery, partnered with specialty pancake artists Dancakes to launch a campaign meant to gain brand awareness while appealing to new fans on Facebook.

“You always want to engage people, that’s the goal. But sometimes you just want to have fun and give back, everything can’t be about making money—that’s the truth,” said Famous Toastery CEO Robert Maynard. “It’s about having fun and giving back to the customer base.”

The campaign started on December 5th, featuring eight holiday characters: Frosty the Snowman, Rudolph the Red Nosed Reindeer, Santa Claus, Ebenezer Scrooge, Buddy the Elf, Kevin McAllister from Home Alone, Clark Griswold and The Grinch. The Famous Toastery and Dancakes Facebook fans can vote for their favorite pancake over a course of two weeks to enter to win prizes like Dancakes swag, stickers and gift cards to the Famous Toastery, with the third and final round awarding the winner an iPad and a personalized Dancakes pancake portrait.

Ultimately, even without a clear picture of the ROI or how it translates to customer visits, the campaign was a delightful (and affordable) little holiday gift to fans. It got them talking to the brand and will keep it top of mind next time they’re looking for breakfast—and that’s exactly what social media should do.

“The goal for any campaign is in-store traffic, but for this one, it was a little more celebratory, there wasn’t a lot of expectations,” said Lauren Moorman, VP of digital at No Limit Agency who helped with the campaign. “How that translates to in-store sales, we’re not sure yet, but we hope it keeps them top of mind."

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