So, if you haven’t had time to check out Wendy’s Twitter account you should. It is a perfect example of how creative and risky marketing can pay off. Sometimes, just Tweeting about things isn’t really going to get you the traffic you want. But, Tweeting in a way that is fresh and exciting, albeit potentially offensive to some, can be a big win for your brand. Taking calculated risks and managing expectations can pay off in the long term.
Check out this recent post from Forbes detailing the approach here: A check out this excerpt below:
Under Kane, Wendy’s social media team — which he said numbers only five in-house, as it also works with marketing agency VML — sits near its brand and insights team. The teams have “monthly powwows to come up with ideas.” They’ve also studied the company’s advertising history closely to have a uniform voice for the brand identity and worked with Wendy’s chefs and the culinary team to learn about menu items.
“We are very intentionally integrated,” Kane said. “We spend a lot of time together as a collective. “
Giving the team free rein means making mistakes at times, he acknowledges. “I see stuff that surprises me all the time,” he said. “We want to be likable and sassy. We don’t want to be seen as sarcastic and rude. But we walk a fine line. Sometimes we get it wrong in tone.”