Using the new brand positioning of “Crazy in the Best Ways” as a springboard, ??we needed to reach younger audiences in a resonant way as they grew into the life stage where they’re deciding on a go-to, in-a-pinch pizza place. This was of paramount importance because Gen-Z over-indexes on pizza as their favorite food, above things like burgers and Mexican food. While we had to sell pizza, this effort was mostly about driving cultural and generational relevance for the brand.

We pursued our strategy of “Crazy in the Best Ways” via social media by developing a distinct brand persona to bring it to life. Lovingly referred to as Conan Fey, this amalgamation of Conan O’Brien and Tina Fey gave our team guardrails to dial the trademark Little Caesars humor up to “an 11,” without crossing over into “mean” territory. It was also a POV that was easily transferred to influencers who could hop in and out of the brand’s presence online.

We refer to our target audience as the “unsung pizza heroes.” They are busy with the tasks of daily life — working hard for their families, raising children, putting food on the table. And when they bring home Little Caesars pizza, they are true heroes for the night. We realized our unsung pizza heroes are always seeking the silver lining, and social media is often the place they go to find it.

So we used three distinct social content pillars to drive relatable brand stories across Facebook, Instagram, Twitter, TikTok, Reddit, and Twitch — aligning the brand tone, look, and feel across each platform. And our key message was Little Caesars brings crazy joy to you and your family (whatever “family” means to you).

Our overall execution across all social channels was positioned with the lense of “Crazy in the Best Ways.” We made sure that sentiment came through in executions like a whistleblower on Instagram admitting they made a messed up product or stuffed doppelgangers doing chores for you on TikTok or asking for help on Reddit to figure out how the heck to eat the Crazy Calzony. And whatever the execution was, we spread it across multiple platforms.

With a focus on aging down the brand, Little Caesars is now the #1 pizza brand on TikTok in terms of audience size — speaking to a community that we’ve been able to grow over the last year.

As we’ve continued to lean into cultural relevance and speaking our audience’s language, we’ve seen engagement on Twitter increase by 264% and a 5.3% engagement rate on Instagram, demonstrating our audience’s continued interest in our content.

And, Little Caesars sales soared, with the success largely attributed to Little Caesars social presence and its ability to drum up demand and excitement for a returning limited-time offer in a way that appealed to loyalists and new audiences alike.