Chili’s approach to technology innovation is simple – build an infrastructure and keep the digital Guest experience at its core. With technology on their side, the demand for social media brand engagement was always something their teams were prepared to handle – until one social platform amassed to 2, then 3, then countless.
TikTok specifically presented both opportunities and challenges for the Chili’s team, in addition to the COVID-19 pandemic. Chili’s needed a partner to not only optimize their brand presence but understand the community on the platform, as well as the UGC strategy. Chili’s found the 24/7, trusted partner in ICUC, and the two teams partnered together to tackle TikTok optimization, and a broad social media community management strategy.
When ICUC and Chili’s started their partnership, the first step was to understand the brand voice at a values level. The notion of togetherness was tested quite literally as the world shut down during the 2020 COVID-19 pandemic. Restaurants were hit badly, and Chili’s needed constant online communication and moderation. For Chili’s, having ICUC’s social listening team on their side allowed them to understand valuable employee complaints and discrepancies they would have otherwise not known.
Through diligent social listening methods and seamless software integration, the ICUC team was tapped into nuanced stories related to the restaurant and the brand. This allows the team to deeply understand trends and traffic spike origins.
- Over 25,000 items moderated
- 14,000 mentions tracked
- 1,000 items escalated per month, on average
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