SHAKE SHACK THAILAND
BURGERS. SHAKES. VIBES.
THE CHALLENGE
Since its inception as a hot dog cart in Madison Square Park in New York, until growing into the global burger sensation it is today, Shake Shack has rallied fast-food enthusiasts behind its unique signature items and high-quality ingredients. Now available in Thailand, the brand lacked the same passion from the local crowd, more often missing than hitting the mark when it came to engaging with a discerning, social-savvy audience.
THE IDEA
It is all about the storytelling. With an average ticket menu way higher its competitors, much less local awareness and literally zero referrals, we decided to go with a content strategy that would embrace and promote a local flair rather than mimic the brand's US-driven direction. Shake Shack in Thailand meant for us blending with the surrounding culture to resonate at a local scale, strike a chord with our audience while still being highly relevant. The rest was history.
OUR RESPONSE
Hello Bangkok!
Say bye-bye to outdated staged photos and say hi to a new generation of content putting Shake Shack on the map (literally). Our concept was simple yet efficient, we aimed at creating social media assets that would harmoniously capture the spirit of Bangkok with a unique Shake Shack touch. The result: vibrant, eye-catchy and relatable social posts.
This new content direction helped increase the brand's awareness towards a more lifestyle-seeking crowd, resulting in an immediate engagement boost across their social media channels.
With great success... comes even more success!
After successfully positioning the brand on social media, Shake Shack opened its second location at The EmSphere, a much-anticipated store in one of the city's top premium lifestyle hubs.
We covered the new opening from top to bottom, capturing on-site excitement, introducing the latest menu signatures while promoting an ecstatic vibe throughout our content.
Bottomline?
Shake Shack has now become a true city landmark, opened a few more stores around town and has exciting projects ahead.
Our people-focused content strategy enabled the brand to find its voice and connect with a local crowd, driving sustained engagement and ultimately growth.
7.9M
6-MONTH RESULTS
REELS VIEWS
CONTENT PRODUCED
270
ENGAGEMENT RATE
+3.1 PTS
