Take it easy, have an eegee!

Tapping into the offbeat spirit

eegee’s following is cult-like. From the name to the frozen fruit beverage this brand gained popularity in the 70’s & still remains Arizona’s most delicious treat. Upon joining as the customer engagement manager in Feb of 2020, I knew it was time for a change. Our social demographic was age 50+ & our engagement was at an all time low.

My strategy was simply to join the conversation with culture & trends. I wanted to dig into who our actual customer was, where they lived, worked, and played. Once we gathered all the data it was clear our patrons were waiting for reasons to buy in even more. While this is already the biggest challenge for marketers, the pandemic of 2020 exacerbated the challenge, but after implementing our new strategy, eegee’s reaped the rewards. From in-the-moment trends, quality photography, engaging posts, commercials, and live streaming DJ events, we tapped into the "offbeat" soul of the eegee’s brand.

The Results:

eegee’s saw numerous increases across multiple measurement points. From engagement through followers and into sales, we broke sales records during the pandemic. Yes, we broke records! All our social channels buzzed with likes and comments and the ripple effect was measured the whole way through sales and increases in check averages.

• 80% (social followership growth)

• 94% (increase in social engagement)

• 120% (increase in engagement rate, 2.0 average previous year to 5-9% average)

  *Although I have worked with many brands, I wanted to focus this case study on my current role.