The Objective & Brief: Build awareness and drive audiences to try Snoop’s Munchie Meal (Brownie, Loaded Chicken Sando, Taco and Curly Fries) and Late Night Munchie Meals through authentic and engaging influencer content

The Strategy: Activate the Jack Pack and Ad Hoc creators to create craveable-content on TikTok and Instagram, and have influencers attend the on-site “Snoopfied” Event in Inglewood.

Leverage 10 influencers - including members of The "Jack Pack" and ad-hoc creators to develop content on their social media platforms that drove their followers to engage with the return of Jack in the Box's munchie meals. Influencers included Ashley Yi (@ashyi), Natalie Aguilar (@natalientheaguilars), Logan Robles (@loughh), Ryan Razooky (@r2bballLouie), Gonzalez (@munchy_monk), Alexander Joe (@alexbegs), Dipika (@itspikaaaa), La’Ron Hines (@laronhinesofficial), Crissa Jackson (@crissa_ace).

Utilize TikTok and Instagram data - including engagement rates, follower / community demographics, other brand collaborations, and more to inform creator selection.

Develop a diverse set of content - from the drive through, franchise location activations, informative "PSA" style content, and interviews to engage on Instagram reels and TikTok.

Implementation: Focus on a diverse California creators, particularly around the "Snoopified event"

Timeline: July 2023

Placement: Instagram & TikTok posts, as well as earned media coverage: https://ktla.com/news/local-news/snoop-dogg-inspired-jack-in-the-box-restaurant-opens-in-inglewood-for-a-limited-time/

Scale:

10,300,000 Total Views

6,000,000+ Total Reach

350,600 Engagements

151.59% Total Average Engagement Rate

The total average campaign ER exceeded industry benchmarks for ER by 5.98%. Due to utilization of the “Branded Content Tool” Ashley Yi from the Jack Pack’s Reel effectively went viral, achieving a 1437.68% Impression Rate and accounting for 6.8M of the program’s views/ impressions.

Jack in the Box examined 6 to 8 months of mid-funnel metrics including Click-Through Rate (CTR) and Engagement Rate (ER) across various platforms in FY23.

The study compared influencer, celebrity, produced, and branded content in awareness campaigns to evaluate their impact on media strategy.

The study reflected that influencer content significantly outperforms branded and produced content in terms of CTR (67.89% higher) and ER (3.03% higher)