ARBY’S SOCIAL
Social media is designed to reach specific audiences, so there's no need for generic messaging that has to appeal to everyone. We choose to find niche audiences to engage with and created custom content around their specific interests (Like gaming, pop culture, and anime). By geeking out with other fans, Arby's was able to join in on conversations where brands were typically unwelcome. The content resonated with fans because it was being created by a team who genuinely share the same interests. Arby's started acting less like a brand and more like an unabashed fan.
No one wants ads on their social feed. So we stopped making them.