What was the challenge?
Shake Shack aimed to enhance its marketing reach by targeting specific conversations related to chicken sandwiches on Reddit, a platform with diverse and active subcommunities. They decided to add a secret sauce to this campaign which was generative AI.
What action did they take?
The company utilised a Reddit specific AI chatbot, The Big Letbotski by Known, to analyze over 80,000 active subreddits for relevant discussions. The AI identified key phrases like “healthy lunch on Sunday”, “healthy alternatives to burgers”, “where can I grab a good deal” and “gourmet fast food,” allowing Shake Shack to target 30 specific subreddits with ads for its Chicken Shack Sundays giveaway.
What were the results?
In the 10 days this targeted campaign ran, resulted in:
- Over 13,000 ad clicks, exceeding platform benchmarks by 31%
- Significantly boosting Sunday sales, surpassing the company’s expectations.
- Drove people into various Shack locations
What marketing lessons can we learn?
- Precision Targeting with AI: AI can effectively pinpoint marketing opportunities by analysing vast amounts of data for relevant content quickly, improving ad relevancy and engagement.
- Leveraging Niche Communities: Focusing on specific communities within larger platforms can yield highly effective results.
- Strategic Ad Placement: Understanding the conceptual intent behind user discussions can guide more effective and contextually appropriate ad placements.
Conclusion
Shake Shack’s foray into AI-driven marketing on Reddit really shows what can happen when you blend cutting-edge tech with smart, targeted advertising. By zeroing in on specific conversations and communities, they not only bumped up their clicks and crushed their sales goals but also demonstrated a savvy way to connect with customers right where they are. This campaign isn’t just a win for Shake Shack—it’s a lesson for other brands aiming to harness the power of AI to tap into the right audiences and create meaningful engagements. It’s a perfect example of how modern marketing can go beyond the basics to deliver results that really stand out.
