The defining strategic shift in the Chicken Treat engagement was moving away from content that looked like advertising. QSR audiences, particularly on Instagram and TikTok, are quick to identify and scroll past brand-first content. The 2024 strategy refresh formalised what had been building organically: a content philosophy built around humour, platform-native formats, and relatable moments — with the brand as a vehicle rather than the hero.
On-the-street vox-pop video, trending meme formats, and reactive short-form content became the core of the organic mix, and the results reflected it. The top-performing Instagram reel from the period recorded 1,350 likes and drove sustained reach. The "BREAKING NEWS" series became the brand's highest-performing Facebook content by both likes and post impressions, with a single post reaching 805,114 unique accounts.
Over six years, the work has built a social presence that reflects Chicken Treat's position as a genuinely WA brand. The audience is concentrated where it counts: 7,182 of 16,749 Instagram followers are based in Perth, and the Facebook page sits at 29,589 followers. Paid social consistently delivers sub-$0.20 cost-per-click across delivery platform and promotional campaigns, keeping performance efficient at modest spend levels.
The 2024 strategy refresh introduced platform-specific content frameworks — separating the Instagram, Facebook, and TikTok approaches rather than cross-posting — and laid the groundwork for a more active TikTok presence as the brand continues to expand its short-form footprint.
