The Cheesecake Factory 🍰
I’ve spent the last 6 years focused on concept development, content creation and brand-defining execution.
As you scroll you’ll see.
🎥 A video series showing what goes into making some iconic dishes.
#️⃣ Turning a hashtag into multiple minutes spent with the brand.
🍍 Bringing back a fan favorite dessert.
Made with Love
Did you know Cheesecake Factory makes over 250 dishes fresh from scratch every day? Neither did the average Cheesecake Factory fan.
To establish this as an owned experience, we set out to create a mouthwatering content series.
The campaign covered Youtube, Instagram, and bakery monitors inside every Cheesecake Factory.
We produced six long form videos from which we created months of content pieces for use across social platforms.
You can watch all the videos here.
Cake Decorating Day
On National Cake Decorating Day 2017, we invited fans to put their decorating skills to the test and show us their dream slice.
We leveraged Instagram’s newly launched Stories to give fans the chance to decorate their own slice and share it with their friends. We got hundreds of submissions and re-shared our favorites with fans.
We’ve brought it back every year, and each year our fans continue to surprise and delight us with their increasingly intricate designs.
We took a minor cultural holiday hashtag and turned it into a branded experience that kept users engaged with our brand for multiple minutes.
Fan responses:
“I’m having fun with this cheesecake thing, Thanks for posting it, I’m just sick and bored and now I have something to do!”
“I’m sorry, this is so fun”
“Loved this, I’m also a proud employee.”
“Now all I want is cheesecake!”
Pineapple Upside-Down
No matter what we posted there were always comments requesting to bring back the Pineapple Upside-Down Cheesecake. Even with 250 items to choose from people wanted one more. After some convincing and the stars aligning with Cheesecake production, we were able to create a social campaign that celebrated the flavor and its unforgettable fans.
How it worked:
Hid clues in our organic social leading up to the announcement.
Reached out to the super fans who mentioned the cake often.
Sent fans exclusive Pineapple Upside-Down Cheesecake merch.
Partnered with the TV show Psych because they love hiding pineapples.
Responded to tweets as far back as 4 years to let fans know the wait was finally over.
This activation won a Shorty Award for Customer Service.
The Content Doesn’t End
6 years of content and a million new followers can’t be captured in a single page.
Below is a look at some of what made this account beloved by fans.
