Just Falafel is using Twitter to promote their brand and drive sales. They engage with customers through meal conversations, promotions, and targeting followers based on location and interests. Their Twitter campaigns generated over 8 million impressions, nearly 170,000 engagements, and increased their follower count to over 10,000. A regression analysis showed Twitter ad spending accounted for 10% of fluctuations in gross sales. They also had success promoting franchising in Turkey with over 450,000 impressions and 43 franchise applications.

1. #TalkBack
Tweeting Falafel

2. Menu
Why
Activities
Results
Twitter

3. Why Twitter
§ Just Falafel is doing phenomenally on
Facebook; yet despite many people knowing
the brand, not many advocates have tried it
§ We used twitter to talk to individuals and get
them to try Just Falafel through awareness,
engagement, and directions for ordering or
visiting our restaurants
§ Facebook is a community Hub; whereas
twitter is a tactical tool to connect with
influencers, generate leads, and provide
customer care

4. Twitter Data
High Growth
High Mobility
Sources: Twitter internal Data Dec 2012 and Compete US 2012
Industry Relevance
Action Orientation

5. Menu
Why
Activities
Results
Twitter

6. What we did
We made people
socially hungry
through:

7. Meal Time Conversations

8. Food Engagement

9. Mouthwatering Promotions

10. Driving People to Restaurants

11. Highlighting a Health Aspect

12. Discussing Franchising Opps

13. Location Based Targeting

14. Follower Based Targeting

15. Interest Based Targeting

16. Menu
Why
Activities
Results
Twitter

17. Results: Impressions
8,917,296

18. Results: Engagements
169,536

19. Results: Followers
10,273

20. Twitter Sales
LONDON

21. JF Sales Trends
Twitter Ad Spend
Gross Sales

22. JF Sales Trends
Twitter Ad Spend
Gross Sales
7 Days
Later
Regression Analysis Shows:
10% of sales fluctuations are accounted for by Twitter ad spend variation

23. Twitter
Franchises
TURKEY

24. Results: Franchising
Impressions:
455,000
Clicks on Tweet: "
17,421
Site Visits: "
3,737
Retweets:"
68
Replies: "
54
Applications: "
43
Turkey Franchising Campaign:
13 – 20 January 2013