KEEPING IT REAL
There was a time when brands having a true grasp on social media was a rarity—a pleasant surprise, really. Denny’s was there, at the forefront, leading social advertising with one pretty simple advantage: not sounding like a brand on social media.
Through a consistent tone, and a master grasp of the nuances between each social platform, we stayed true to our simple creed: social media is for the people, so use it like the people. And in a world of constant mayhem and surprise, a consistent confidence on social is truly something to behold. It’s not easy being the gold standard for this long, but we don’t mind ;)
Having a personality on Twitter means having an opinion, which we do. Add to that an ability to react in real-time faster and funnier than most other brands, and we’re really cooking.
i am a:— Denny's (@DennysDiner) August 22, 2017
🔘 meme destruction
⠀ ⠀ ⠀ 🤠— Denny's (@DennysDiner) July 11, 2017
🌐 🥞 🌐
👇🏽 🌐🌐 👇🏽
howdy. i'm the int'l pancake sheriff & i have no jurisdiction here
a pancake will never cheat on you— Denny's (@DennysDiner) April 25, 2017
ttyl, ttsmiavos (talk to you later, time to submerge myself in a vat of syrup)— Denny's (@DennysDiner) March 3, 2017
👩🏻: more eggs?— Denny's (@DennysDiner) May 13, 2017
👱🏻♀️: well, i am eating for 2
👩🏻: ur expecting?!
👱🏻♀️: no, sorry, an alien parasite is using my body as a host
at this point in your life which do you want more:— Denny's (@DennysDiner) March 28, 2017
did your dad ever tell you to stop being so soft but you're a pancake and you literally don't know any other way to be?— Denny's (@DennysDiner) April 14, 2017
chicken strips.— Denny's (@DennysDiner) January 18, 2017
rt if you agree
to whoever’s blasting “gasolina” and eating waffles in our parking lot…hi, sup, wyd— Denny's (@DennysDiner) April 28, 2017
Our oddball approach was so refreshing that we didn’t just build a following, we built a fandom - where people respect our offbeat blog and don’t consume it as advertising.
We took our time to develop our Instagram strategy, which is a mix of the platforms tenants and our own signature style. With our follower growth ballooning 130% over the past year, we’d say our approach has paid off.
SO, DOES IT WORK?
Impressions, engagement, retweets, likes... those are all great success metrics for a social platform, but does any of that actually move the needle? Yep.