ADC Awards
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Category
Social Media / Twitter
Annual ID
ADC_INT21_061M
About the Work
A picture’s worth a thousand words. So when Wendy’s added a new spicy chicken sandwich to its beloved 4 for $4 value meal, we decided to get the word out by spicing up our Twitter followers’ profile pictures.
We needed to find a way to get people’s attention and get them excited about the new 4 for $4, so we tapped into an unspoken rule: you update your social media photos when you want attention online. Our Twitter followers ask us daily to interact with them, and the 4 for $4 has a cult following online. We offered to spice up our followers’ profile pictures by - hastily and humorously - editing in our logo and 4 for $4 items.
Requests flooded in and we got to work, turning our audience’s profile pictures into Wendy’s Spicy Crispy Chicken Sandwich 4 for $4 ads. As we gained attention, other brands even asked for edited profile pictures. We obliged, co-opting logos and profile pictures of tech giants, car makers, and fast food competitors alike, using their profile picture real estate on our behalf.
To Wendy’s, pictures are also worth millions of impressions. We reached not only our 3.7M followers, but the 33.8M followers of the many brands whose profile pics we took over, with a 26% average engagement rate (10x our 2-3% benchmark) for our most replied-to tweet ever. Best of all, it kicked off our Spicy Crispy Chicken Sandwich 4 for $4 launch campaign that led to a 9% spike in 4 for $4 sales, making it one of our most successful value promotions of the year.
We needed to find a way to get people’s attention and get them excited about the new 4 for $4, so we tapped into an unspoken rule: you update your social media photos when you want attention online. Our Twitter followers ask us daily to interact with them, and the 4 for $4 has a cult following online. We offered to spice up our followers’ profile pictures by - hastily and humorously - editing in our logo and 4 for $4 items.
Requests flooded in and we got to work, turning our audience’s profile pictures into Wendy’s Spicy Crispy Chicken Sandwich 4 for $4 ads. As we gained attention, other brands even asked for edited profile pictures. We obliged, co-opting logos and profile pictures of tech giants, car makers, and fast food competitors alike, using their profile picture real estate on our behalf.
To Wendy’s, pictures are also worth millions of impressions. We reached not only our 3.7M followers, but the 33.8M followers of the many brands whose profile pics we took over, with a 26% average engagement rate (10x our 2-3% benchmark) for our most replied-to tweet ever. Best of all, it kicked off our Spicy Crispy Chicken Sandwich 4 for $4 launch campaign that led to a 9% spike in 4 for $4 sales, making it one of our most successful value promotions of the year.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
VMLY&R / Kansas City
PR / Marketing Agency
Ketchum / Chicago
Client / Brand
Wendy's / Dublin
Art Director
Ben Grace
Ryan Woods
Associate Creative Director
Chad Ford
Ricardo Vallejo
Conor Clarke
Chief Marketing Officer
Carl Loredo
Creative Director
Eamon Conway
Matt Keck
Global Chief Creative Officer
Debbi Vandeven
Group Creative Director
McKay Hathaway
Associate Connections Director, Social
Samantha Schuster
Chief Creative Officer, Kansas City
Noel Cottrell
Chief Creative Officer, North America
John Godsey
Senior Art Director
Ben Conaghan
Senior Copywriter
Jon Colon
Social Media Specialist
Kristin Tormey
Account Manager
Margaret Reed
Associate Director, Client Engagement
Erica Green
Associate Director, Planning
Zach Leffers
Chief Client Officer, North America
Jennifer McDonald
Connections Manager
Carolina Mach
Director of Integrated Production, North America
Steve Stone
Director, PR
Frank Vamos
Group Director, Client Engagement
Kelly Gartenmayer
Manager, Innovation & Data
Jeremy Cline
Motion Graphics Designer
Dan Stiglmayer
Post Producer
Kate Zadoo
Senior Campaign Program Manager
Laura Picicci
Senior Connections Manager, Social
Emmy Hanlon
VP, Media & Social
Jimmy Bennett
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