Jimmy the Greek

Jimmy The Greek, a well-known fast-casual restaurant chain in Canada, sought to engage more effectively with its audience across social media platforms. With a focus on engagement and brand loyalty, our agency worked with Jimmy the Greek to develop a comprehensive social media strategy aimed at elevating their online presence, and driving tangible results in both follower growth and customer interaction.

Our primary responsibilities for Jimmy The Greek included increasing the follower base and engagement on social media platforms, highlighting key aspects of the brand such as Uber Eats and catering services through user-generated content (UGC), and leveraging local influencers to maximize exposure and brand reach. We also established a consistent social content schedule that featured both monthly giveaways and newsletters to keep the audience engaged and connected to the brand.

Let’s dive a little deeper:

Content Creation

Streeter Shoots at Hotspots: To authentically represent the Jimmy The Greek brand, we conducted streeter shoots in key hotspots across cities where their locations are found, including notable spots like the Eaton Centre and Toronto Metropolitan University. The content focused on funny moments and trivia, and each interviewee received a gift card to further strengthen community ties.

Greek Easter Egg Hunt: As part of our strategy to engage with the community, we developed a Greek Easter campaign where Jimmy The Greek gift cards were hidden in malls across Canada. We posted clues to the locations online, inviting followers to join in and find the prizes. This campaign not only celebrated Greek culture but also encouraged foot traffic to Jimmy The Greek locations.

User-Generated Content (UGC): We partnered with 4 UGC influencers monthly, each focusing on different aspects of Jimmy The Greek’s offerings. From UberEats partnerships to catering services, each creator brought a unique perspective that resonated with their followers, creating authentic, engaging, and owned content that aligned with the brand's values that could be re-used on social channels again and again.

Strategy and Approach

Monthly Giveaways: To expand Jimmy The Greek's follower base and boost engagement, we introduced monthly giveaways featuring a range of enticing prizes. From mall gift cards and cozy pita blankets to movie tickets, each giveaway was creatively presented to capture attention and encourage participation. These campaigns not only drove new followers and increased engagement but also generated foot traffic to our physical locations. To maximize their impact, we supported the giveaways with a targeted ad budget, focusing on specific locations and demographics, ensuring optimal performance and reach.

Newsletter Campaign: A monthly newsletter was launched to keep the audience engaged and informed about the latest giveaways, promotions, and content. The newsletter served as a way to drive traffic back to Jimmy The Greek’s social channels and kept the brand top-of-mind.

Local Influencer Collaborations and Whitelist Strategy: We strategically partnered with local influencers, selecting individuals whose audiences aligned with Jimmy The Greek’s target demographics. By implementing a whitelist influencer strategy, we ensured that the content was promoted through trusted voices, maximizing exposure and engagement. One of our most successful collaborations involved a well-known Toronto-based lifestyle influencer, whose promotion of Jimmy The Greek’s My Big Fat Giveaway campaign in collaboration with My Big Fat Greek Wedding 3, led to a significant spike in both online engagement and in-store visits.

Franchisee Ads and Lead Generation: We initiated a targeted digital ad campaign to attract potential franchisees for Jimmy The Greek. By leveraging META ads, we crafted location-specific content that showcased the exciting business opportunities available. These ads effectively directed interested prospects to Jimmy The Greek's website, generating over 300 franchise leads in just three months. This successful strategy is helping to expand the brand into new markets and further strengthen the brand’s presence.

Results

Over the course of datenightdigital’s strategy with Jimmy The Greek’s socials, we saw an 137.4% increase in overall engagement across all social media platforms. Our content strategy contributed to a net audience growth of 7,211.8% and the use of UGC and influencer collaborations ensured that these new followers were not just numbers, but actively engaged community members. Our whitelist influencer strategy resulted in nearly 4 million impressions, which demonstrates how effective influencer engagement can be over standard posts.

Through a carefully crafted strategy combining engaging content, UGC, influencer partnerships, and targeted giveaways, we have successfully elevated Jimmy The Greek’s social media presence. The data-driven approach ensured that every piece of content and every collaboration was optimized for maximum impact, resulting in significant growth in both engagement and follower base. Our partnership with Jimmy The Greek is a testament to the power of strategic content and influencer marketing in driving real-world results.