@Ceco — a simple Messenger chat turned into product campaign and cultural phenomenon
Brief
Skapto is a small burger chain that believes in three things — honest burgers, honest beers and honest buddies.
The world is brimful of influencers. This often leads to less than honest promotions. Skapto doesn’t stand for that. In fact, their core value is honesty. We had to make that clear.
Our goal was to highlight the personal relationship Skapto has with each of its customers.
Idea
So who could be a true influencer? Well, obviously It should be an honest fan of Skapto. A regular non-influencer-guy.
We created an influencer campaign with just a random fan of Skapto. After a casual message in the Skapto-chat (a closed messenger chat for fans of the brand), Ceco appeared. He said that he will make us a special burger. In return, we would name the next monthly burger after him — @Ceco. An honest wager.
Execution
We distributed the burger on all of our social media, created events around the burger and got attention in national digital and print media where the original Ceco was interviewed.
What started as a simple back and forth in Messenger ended up making a star out of Ceco.
We crafted the burger with the name of Ceco in mind and by talking to him we put his character on a plate — for instance, his spicy temperament was implemented with some jalapenos on the burger.
For the first time in Bulgaria, a burger chain took the step to name a product after a customer.
Results
The first post reached over 50 000 people and engaged 5 000 more by gaining over 140 comments only on the day it was posted. In total, @Ceco reached over 400 000 people.
The internet loved @Ceco so much they made it by far Skapto’s highest-selling burger of all time. And this made @Ceco, Skapto’s most successful non-influencer campaign of all time. 10007 sold burgers for a month …
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creative director: angel iskrev
junior copywriter: spas nikolov
client service director: sava ahmakov
graphic designer: todor argirov
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