When Holler & Dash launched its new concept for fast casual Southern dining targeted to Millennials, they asked GS&F to amplify the brand and sustain a social media buzz to build long-term loyalty.
The campaign had three phases: a grassroots teaser to raise awareness, a social media blitz to cultivate engagement, and a post-launch phase to keep the buzz alive.
Although the campaign focused heavily on digital/social strategies, we also created attention-getting posters, invites and P.O.P.—including a laser-engraved rolling pin.
The campaign results were spectacular, including a Facebook reach of over 500,000 and more than 186 million total impressions, thanks to social media plus earned media in prominent national/local sites and publications.
We helped Holler & Dash achieve an impressive 97% positive sentiment in the Birmingham market, and we repeated the magic for the Tuscaloosa store opening a few months later.