Universal Music was gearing up to launch a brand new frozen pizza line under the Lewis Capaldi-led brand “Big Sexy Pizza” and looking to create social media channels for the brand on Instagram and TikTok. They were looking to launch the channels with a tone of voice that reflected Lewis Capaldi, the singer-songwriter known for his sense of humour, relatable lyrics, and Scottish roots. The goal was to spread brand awareness and attract Lewis Capaldi fans, pop music lovers, and pizza enthusiasts.
How Do You Launch a Brand New Brand Filled With Personality?
It’s not every day you see a charting musician branching out into the frozen food industry, so the Spin team needed to make sure they captured a unique and humorous tone to make the brand stand out, be adjacent to Lewis’s brand and, ultimately, make people hungry for pizza. Spin had to accomplish this in the first grid of posts to ensure the brand gets off to the successful start Big Sexy Pizza deserved.
To maintain this on social, the company knew that it needed to use a mix of organic, real-life content as well as more polished graphics and animations to convey the premium feel of its products and showrooms. This approach allowed the company to connect with its audience on an emotional level, while also communicating the high-end nature of its products and services.
In addition to this, the primary KPI was still to lower the cost per lead and increase design appointments in their showrooms.
Top-Tier Memes and Humour
Our team knew that to launch the Big Sexy Pizza brand with a bang; we needed to think outside the (pizza) box. So, we got creative and worked closely with Universal Music to create a unique and impactful launch strategy for the brand across social.
On Instagram, we launched visually striking and unique meme assets that helped to attract and engage the target audience. This strategy proved highly effective and resulted in over 6000 organic followers in just over six weeks. Clearly, the target audience was craving a slice of Big Sexy Pizza on their feeds.
On TikTok, our team aimed for a similar level of success and chose to channel Lewis Capaldi’s unique sense of humor and personality for the Big Sexy Pizza brand. We applied a unique strategy to push content on the channel. With the best-performing post receiving over 140,000 views organically.
This strong engagement and positive audience response demonstrated that our strategy and execution successfully connected with the target audience. Ultimately, the Big Sexy Pizza launch was a hot topic on social media, and our innovative approach to launching a frozen pizza line was a great success.