One week ago, social media content creator Hauwa released an epic Instagram reel in which she asked fast-food chain, Chicken Republic, to consider dialing back the price of its basic Refuel Meal (a piece of chicken and a portion of rice) from N2,000 to N1000 – considering the tough economic environment.
Hauwa was clear in her mission, saying:
If we beg @chickenrepublic enough times and they reduce it, I’ll pay for 100 packs. Please tag Chicken Republic until they see this video.
It worked, with four things happening:
- Chicken Republic gallantly obliged, and dropped the price of the Refuel meal, arguably of one its most famous meal packages. The brand gifted 150 complimentary Refuel Meals to the public, while Hauwa herself gifted 50 Refuel meals to 50 people;
- The social media buzz surrounding Hauwa’s post also unwittingly drew the public’s attention to Chicken Republic’s impressive focus on high-quality product distribution: the fast-food chain recently signed on logistics company, Chowdeck, as exclusive delivery partner for the cities of Lagos and Ibadan;
- The brilliant effect of Hauwa’s post is that not only did customers get a great deal, but an unimaginable number of people who would not have chosen Chicken Republic were successfully incentivised by lower prices to make a purchase.
- Another awesome effect is that Hauwa unknowingly took a few people down memory lane, reminiscing about Domino’s Pizza which got customers on board in droves with a #letsdolunch campaign. The campaign ran for only two hours on March 05, 2012 and offered a continually lowering price for the Domino’s ‘Pepperoni Passion Pizza’ by one pence every time someone tweeted the hashtag #letsdolunch. The results were phenomenal: with 85,000 tweets, the price went from £15.99 to £7.74. And customers collected that prize between 11am and 3pm on the day.
Brilliant.
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