The Challenge
White Castle, a fast food pioneer with a unique and playful identity, is always searching for a new way to stand out among a crowd of competitors. People First teamed with the company to amplify messaging from a broad demographic cross section of the video and online gaming community who have a shared passion for White Castle sliders.
Our Response
- People First’s analysis discovered an existing robust enthusiasm for White Castle’s beloved sliders amongst the video and online gaming community – especially among female gamers, who connect with the brand more than any other restaurant mentioned in online discourse.
- 75% of the posts about the restaurant carried a positive, joyful, and supportive tone.
- People First recruited gamers with intimate but dedicated followings to share their stories about why they love and crave White Castle.
Results
- People First collaborated with White Castle to source and amplify 151 personal and emotional White Castle slider stories from a variety of diverse backgrounds, but with a focus on younger creators between the ages of 19 and 34.
- The collaboration led to an overall online increase in brand awareness and purchase intent.
151
pieces of content
196,059
total engagements
9.75%
engagement rate
1,328,317
reach