Our partnership with Wendy’s began in late 2012, when we became their digital agency of record in the US. In 2015, VML was appointed as their agency for their launch in India as well. While we first focused on digital campaign activation, our role grew to include planning, social media strategy, publishing, and community management.
In 2013, we started major technology projects for the brand, including website management, mobile apps, a mobile ordering experience and more.
Today, we serve as the brand voice across all social media channels. We also act as a strategic and creative lead, continuing to produce 360º campaign activations on a project-to-project basis. Throughout our work, we follow Wendy's philosophy, aiming not for quantity of fans, but quality of experiences.
Engaging a social community by "mistake."
Wendy’s goal isn’t about numbers. The company just wants to serve quality to every customer. And VML does the same. Instead of fans, clicks, views or follower, our goal as digital AOR is to serve digital experiences that generate the most meaningful and memorable engagement of our target.
Get Americans to order Wendy’s new Bacon Portabella Melt on Brioche, despite the fact they may be unsure how to pronounce the word “brioche.”
People love to point out and share a brand’s social media mistake. So to start conversation and sharing, we sabotaged our own Facebook and YouTube videos by “unknowingly” mispronouncing “brioche” before our customers could.
Our audience actively pointed out our “mistake” and educated their own followers on the proper pronunciation. Over the course of the campaign, we gained more than 50,000 new Facebook fans and captured more than 1.7 million post engagements.
Pushing pulled pork outside the BBQ belt.
Wendy’s goal isn’t about numbers. They just want to serve quality to every customer. As digital AOR, VML does the same. After huge success of the Pretzel Bacon Cheeseburger national launch with our original Pretzel Love Songs, the questioned loomed—what's next?
Raise awareness for a new line of BBQ Pulled Pork menu items: a Pulled Pork Sandwich, a Pulled Pork Cheeseburger and Pulled Pork-topped Cheese Fries.
A faux cause campaign to bring quality BBQ to the entire nation. PSAs drove social audiences to "sponsor" barbecue-deprived friends. We also staged the world's first live Tweet-a-Thon, with celebrities, challenges, giveaways, and real-time responses.
We solved barbecue inequality for an entire nation, and caused an outpouring of support (and sales). We also earned 17.5 million video views, 210 million impressions, and 10.3 million engagements from Facebook, Twitter, Tumblr and YouTube audiences.