The Goat Agency

We have tracked the performance of over 200k influencers and 450k pieces of content, growing to 190+ staff with three global hubs in the US, UK and Singapore in just seven years!

London, United Kingdom
Founded: 2015
Staff: 195
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Skills

Influencer marketing
Influencer Outreach
Influencer Relations
Social Media
Strategy
Paid Social
Social Media Strategy
Social Media Monitoring, Influencer Marketing

Sector Experience

DTC
Retail
Consumer
Brands
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Launching Zaxbys Signature Chicken Sandwich

by Tom Edwards

Zaxbys is an American fast food chain with over 900 locations. In September 2020 we won a competitive process to launch the new Zaxbys Signature Chicken Sandwich and become their first influencer agency of record.

We won’t lie, we’d been waiting for our chance to enter the ‘Chicken Sandwich War’. 2020 was the year the other big players; Popeyes, Chick-fil-a, McDonalds etc has very publicly waged war on each other and spent huge budgets launching and leveraging social in an attempt to dominate the market.

Challenge accepted the battle lines were drawn. We joined the all-agency team and initially focused our efforts on using hyper-local micro-influencers to drive huge uplift in sales in two key test markets; Tennessee and Kentucky.

Following the Instagram-focused test campaign, we added a tier-one YouTube layer to the strategy and went big for the national sandwich rollout across 15 States. Our local market understanding was critical in positioning Zaxbys as the cult challenger brand, joining the battle to wage war, guerilla style on the established elite.

We won the battle, but the war wages on.

Some of our results from the test campaign are:

100%+ over achievement on all key performance indicators.

$50k+ in earned content value, including four TikToks with a combined 665k+ impressions.

We achieved 9.46% overall engagement rates across the campaign.

The campaign had an overall 7.52% click-through rate.

Tags

Influencer
Influencer Campaign
Influencer Marketing
Influencer Strategy

Clients

Zaxby's