Take it easy, have an eegee!

Tapping into the offbeat spirit

eegee’s Social Revitalization: A Case Study in Customer Engagement Strategy

eegee’s has long held a cult-like following, known for its iconic name and signature frozen fruit beverages—a brand deeply rooted in Arizona culture since the 1970s. However, when I joined as Customer Engagement Manager in February 2020, it was clear the brand was due for a strategic shift. At the time, our core social media demographic skewed 50+, and engagement metrics were at an all-time low. Recognizing the opportunity for transformation, I led a comprehensive strategy focused on modernizing brand relevance through cultural alignment and data-driven insights.

My approach began with a deep dive into our audience—understanding who our customers truly were, where they lived, worked, and how they interacted with content. The data revealed a loyal audience eager to engage, but craving a refreshed brand voice and experience.

We repositioned our social presence by leaning into current trends, real-time cultural moments, high-quality visuals, and immersive content experiences. From timely campaigns and original photography to live-streamed DJ events and playful, offbeat storytelling, we reintroduced eegee’s to a new generation while honoring its quirky roots.

Results:

The strategy delivered exceptional performance across key engagement and sales metrics—despite launching during the height of the COVID-19 pandemic:

• 80% growth in social media followers

• 94% increase in overall social engagement

• 120% increase in engagement rate (from 2.0% to an average of 5–9%)

• Record-breaking sales growth, with a measurable ripple effect from social media activity through to transaction volume and check averages

This initiative not only reenergized eegee’s digital presence, but also proved that authentic storytelling, audience insight, and cultural relevance can drive real business impact—even in the most challenging times.

A few examples from what I detailed: