Jack in the box
In January of 2023, the Jack studio began tackling a new assignment: making Jack the #1 engaged QSR on social.
We got it in 6 months.
HUNDREDS OF VIDEOS. THOUSANDS OF TRENDS.
MILLIONS UPON MILLIONS OF LIKES AND VIEWS.
Copywriting: Creative Direction, Organic Social, Trend Hacking, Scripting, On-set Direction, VO Direction
We hacked the algorithm and FYP.
With a combination of trend hacking and audience listening (reading the comments—all of them), the writers room found endless ways to entertain fans with reflections of who they are and what they really like.
SHOCKING DISCOVERY: When fans can see they have an effect on the content, they show the f up.
We EXPANDED THE LORE.
We brought Jack Jr. out of mothballs and reintroduced him as a Gen Z teen, giving us lots of chances to intentionally misunderstand all the daddy attention and bait the fans. They freaked out. It was really fun.
it All cAme down to talent.
We built a roster filled with the most motivated and hilarious creators—and we kept them busy.