Texas Roadhouse is a legendary steak restaurant serving American cuisine from the best steaks and ribs to made-from-scratch sides & fresh-baked rolls.
The Campaign
Product Seeding | Social Media | Brand Awareness
As part of their Full-Service plan, Texas Roadhouse has a dedicated Account Manager to take their goals and turn them into campaigns with Athletes. Their team approached us with a question of how they could get a large amount of brand awareness around their Texas Roadhouse Butcher Box via a product seeding campaign. They also wanted to reuse the content on their own Facebook, Instagram, and TikTok social media channels. This was just in time for a grilling favorite - Labor Day Weekend.
The Athletes
Texas Roadhouse and our team decided on multiple athletes to build brand awareness and produce content that would fit the brand. Each athlete was chosen because of their past quality content and audience demographic - a 50/50 split between male and female. The athletes had an accumulated following of over 650k.
Activated athletes reach
Average audience breakdown by age
The Content
For this campaign, Texas Roadhouse asked athletes to film themselves in three parts. First, a classic box opening style scene. Second, cook up the steaks using the Butch Shop seasoning. Third, the athlete enjoying the steaks they cooked. The content was to be lighthearted, and athletes were encouraged to include their friends and family. The athletes were required to post a clear link to the Butcher Shop website and tag the Texas Roadhouse Instagram channel.
The Results
53k
Video Views
9%
Engagement Rate
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