When my team and I got our hands on Burger King Finland’s social media at the beginning of 2021, we turned everything around. 

EXECUTION
In all of our content creation, we used idea-first & audience-centric approach, where we incorporate Burger King’s products and brand messages into relevant contexts through our strong meme game, steering away from the traditional product-centric approach.

• Entertaining > Selling

• What people wanna see > What we wanna sell

• Building a loyal fan base > Getting new customers 

In short, Burger King’s social media is relevant, entertaining, and most importantly, engaging people on a personal level. 

TAKING OVER TIKTOK
We decided to take our chance and enter the unknown grounds of TikTok as one of the first Finnish brands. We continued with the customer-centric approach that was the base for all things social media. In a nutshell, our strategy was as follows: “entertaining people with funny and relatable content with trend participation & original skits, while actively fostering the community”.

COMMUNITY MANAGEMENT AT ITS FINEST
As community management is everything when it comes to building an authentic community, we transformed the way it’s done in a way that had never been seen in Finland before. Instead of giving generic (and dull) customer service responses, my team would respond to every private message like a friend would. Burger King’s tone of voice was more laid back, human, and quite sarcastic at times.

As a result, Burger King's "social media manager" became a popular cult figure that was bombarded with messages all day and night. In the fall of 2021, dozens of private messages with Burger King went viral on Reddit and it resulted in hundreds of our followers begging BK's social media manager to tell them something funny so that they could use it for clout on Reddit.

RESULTS
The best social media presence at Grand One, the biggest digital marketing competition in Finland.