Arby’s has made recent efforts to set itself apart on social media, and the holiday-themed posts it’s shared over the last few weeks have been no exception.
These posts, a sampling of which are shown below, succeed because they incorporate the chain’s menu items in creative ways, reinforce its branding and provide a fresh, humorous tone that is both approachable and shareable.
OH Snap! pic.twitter.com/iMLtnJq09g
— Arby's (@Arbys) December 14, 2015
Five golden rings pic.twitter.com/XVP5fSdscU
— Arby's (@Arbys) December 12, 2015
If one goes out, they all go out pic.twitter.com/RUVyqVSGHo
— Arby's (@Arbys) December 6, 2015
A little side of fancy pic.twitter.com/wBh19sos6b
— Arby's (@Arbys) December 6, 2015
How to stick the landing pic.twitter.com/wG3MBMOxGt
— Arby's (@Arbys) December 4, 2015
Social media scorecard:
Novelty: 6
These posts aren’t doing anything especially unique, but their tone and creativity add a sense of newness. The ice-skating post gained particular traction with followers, garnering more than 1,200 likes and close to 400 retweets.
Imitate-ability: 8
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