How Chipotle Got 1 Billion Views on a Single TikTok Promotion

05/29/20 • 44 min

4 Listeners

Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion.

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Full Episode Details

No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions.

One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success.

In This Episode

04:52 – The key role that communication plays when juggling multiple locations and employees
06:02 – How Chipotle uses social as an integral tool to learn more about their customers
08:40 – How Chipotle segment their target audiences by channel
09:39 – A look at how the social team at Chipotle operates across different channels and expertise
13:35 – What Chipotle looks for in an ‘ideal influencer’
16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
24:37 – How Chipotle set up their initial colonization plan for TikTok
27:00 – How the customer service team gets involved in social
31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

In This Episode

04:52 – The key role that communication plays when juggling multiple locations and employees
06:02 – How Chipotle uses social as an integral tool to learn more about their customers
08:40 – How Chipotle segment their target audiences by channel
09:39 – A look at how the social team at Chipotle operates across different channels and expertise
13:35 – What Chipotle looks for in an ‘ideal influencer’
16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
24:37 – How Chipotle set up their initial colonization plan for TikTok
27:00 – How the customer service team gets involved in social
31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

Previous Episode

The Purdue and Don'ts for Engaging Higher Ed Students

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, joins the Social Pros Podcast to talk about how you can use social media to connect with your audience during uncertain times.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

As we enter what is traditionally considered ‘commencement season’ for many, millions of students are finding themselves at a standstill. Lecture halls have been swapped for Zoom calls and cap and gowns have been replaced with ‘comfy clothes’ like joggers and trainers.

In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students?

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, has really perfected the university’s approach to messaging their students during this uncertain time. Abby talks about how she uses social media to bring some levity during these times by embracing pop culture in a way that is relevant to Purdue and speaks to their audience.

In This Episode

04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement
11:16 – How different departments and team members have come together to help the university communicate effectively online
13:19 – How Abby’s team manages Purdue University’s brand voice across the board
17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content
22:30 – How to choose what pop culture moments to play into
23:46 – How Purdue University uses past performance data to cultivate future results
26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

Next Episode

The Truth About LinkedIn Ad Success

AJ Wilcox, Founder of B2Linked, a LinkedIn Ads-specific ad agency, joins the Social Pros Podcast to discuss how you can supercharge your next LinkedIn Ad campaign.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

LinkedIn Ads can get your business in front of the right people, but with so much ‘best practices for LinkedIn Ads’ swarming around the internet, what advice should you listen to and what should you ignore?

AJ Wilcox is a LinkedIn Ads pro and Founder of B2Linked, a LinkedIn Ads-specific ad agency. AJ is one of the most honest people in the industry and he knows exactly what you need to do to supercharge your LinkedIn Ads. His number one piece of advice? Don’t listen to LinkedIn! Their main goal is to make money and their carefully placed default suggestions will lead to unnecessarily high ad spend and not much return on investment.

So, if you shouldn’t listen to LinkedIn when it comes to building your ad campaign, who should you listen to? Well, you can start by listening to this episode of Social Pros. AJ shares lots of honest advice for building successful ad campaigns on LinkedIn and as someone who has managed some of the world’s largest LinkedIn Ads accounts worldwide, his advice is golden.

In This Episode

06:31 – How LinkedIn Ads compares to other platforms in terms of optimization
09:41 – Whether LinkedIn’s cost-per-click is likely to increase or stabilize
10:43 – Why LinkedIn Live is gaining a lot of traction and engagement
12:52 – A closer look at the new ad formats and purchasing options
17:15 – How LinkedIn has evolved
18:58 – How to target LinkedIn Ads
22:51 – A few of the superior calls to action you can use in LinkedIn Ads
25:40 – Why you shouldn’t listen to LinkedIn when building your ad campaign
28:21 – Who is most likely to resonate and click on LinkedIn Ads
29:46 – How to use LinkedIn to help achieve your goals (get more views on a post, find a new career, etc.)
32:30 – What your starting budget should be when leveraging LinkedIn Ads