We’re again with one other installment of the Put up Efficiency Report (PPR)—a sequence the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We don’t simply look at the flawless inventive execution of each put up or marketing campaign, however the enterprise influence, too.
This time, we’re rounding up a number of the boldest manufacturers on social. These posts and campaigns are producing a lot greater than consciousness, with a transparent affect on the underside line and tangible ROI.
However what does it imply to be daring? In accordance with the Q2 2025 Sprout Pulse Survey, shoppers are most definitely to outline daring manufacturers as trustworthy about their merchandise, providers and what they stand for. The identical report discovered shoppers need manufacturers to prioritize viewers interplay and unique content material.
Right here’s our lineup of manufacturers delivering on boldness and strategic aims. Use their playbooks to encourage your personal.
Chili’s triple dips into user-generated content material
Bloomberg discovered that 2024 had the highest variety of restaurant bankruptcies because the pandemic. In the meantime, informal eating restaurant chain Chili’s is rising—increasing their gross sales and buyer base through social media buzz.
Whereas the short service model’s double-down on high quality and menu slashing definitely helped drive extra foot site visitors, the corporate used social media as each the supply of shopper insights and a vital model amplification lever.
Kevin Hoffman, Chili’s CEO, informed the Wall Road Journal: “We noticed that folks on social media have been posting their quick meals receipts and complaining about how costly their meals have been. So, we got here up with an thought: What if we got here up with a burger that had a well-known style profile of a well-known quick meals restaurant, however finished within the format of Chili’s?”
The worth deal skyrocketed Chili’s efficiency. They’ve since utilized that very same system to advertising and marketing their Rooster Crispers in opposition to rivals on social.
Not solely have been their social efforts essential for getting individuals within the door, in addition they performed a major position in buyer advocacy.
On talking in regards to the success of the viral Triple-Dipper platter, Hoffman mentioned, “Our advertising and marketing workforce was targeted on bringing this to social media…After we began advertising and marketing this product on social, it [introduced the item] to a youthful era. Then, they’d come into the restaurant to attempt it, and begin posting about it. That’s when it caught fireplace.” The corporate reported that Triple Dipper gross sales grew 70% from 2023 to 2024, and made up 14% of all gross sales in This autumn 2024. Total, firm gross sales are up 50% from three years in the past.
Hoffman went on: “If you see the cheese from the Triple Dipper mozzarella sticks on social, that’s what it’s actually like within the restaurant. We created a top quality expertise and product.”
Thus far, the restaurant chain has acquired 5 million likes on TikTok alone. The seemingly limitless variety of movies in regards to the Triple Dipper alone have garnered tens of millions extra views.
The play: If you place social on the middle of your go-to-market plan, you set your model up for publicity you’ll be able to’t discover on different channels. As Chili’s demonstrates, the secret is integrating social throughout each stage of improvement—from data gathering to inventive execution. Study what your clients actually need earlier than constructing your content material.
Florida Lottery races towards income
The Florida Lottery is aware of scratching a lottery ticket doesn’t look as thrilling as it’s. In order that they crafted a marketing campaign for his or her latest X THE CASH Scratch-Offs the place gamers have been positioned in excessive, adrenaline-pumping conditions to reflect the joys of the sport.
As a substitute of following the class’s norm of polished, conventional adverts resized for social media, the lottery targeted on capturing actual feelings. They embraced a gritty, unscripted aesthetic native to Instagram and leveraged it in bespoke social-first property.
Because of the marketing campaign, the scratch-offs grew to become the top-selling video games in each worth level inside per week of launch, producing $527,906,715 in gross sales. This success helped the Florida Lottery keep its place as the highest lottery within the nation. Most significantly, these gross sales fueled one of many largest contributions ever to Florida’s Brilliant Futures Scholarship Program, offering $91.43 million to college students throughout the state.
Meta acknowledged the marketing campaign’s success in a current case examine, highlighting its 16% decrease value per end result and 6.8-point larger model raise resulting from inventive effectivity and native execution.
The play: Merely resizing property meant for different channels isn’t sufficient to seize consideration on social. Because the Florida Lottery proved, investing in unique, social-first content material pays off. Even if in case you have restricted bandwidth for manufacturing, it’s higher to deal with fewer, lo-fi property than deal with social as a broadcast channel for made-for-TV adverts.
Bathtub & Physique Works enlivens our senses
There’s simply one thing a couple of Bathtub & Physique Works retailer that brings us again to the nostalgic heyday of procuring malls. I can nonetheless think about the smells of Candy Pea and Cherry Blossom pulling me into my native retailer. How can a model like B&BW recreate that very same expertise within the social period? Enter TikTok LIVE Purchasing.
The model tapped influencer Peyton Black to host the LIVE Purchasing occasion with their schooling lead, Alex Mahorn. Collectively, this duo efficiently promoted the model’s vacation marketing campaign, whereas additionally showcasing the $4.95 Annual Physique Care Day Sale—a vastly anticipated occasion amongst B&BW followers.
The pair emphasised B&BW’s dedication to creating “magical” moments with their iconic, seasonal scents, and informed the story of how every one is crafted to evoke cherished reminiscences and encourage new traditions. Moreover, they shared recommendations on scent layering—an idea extremely common on social—and educated followers on “personalizing” their fragrances by totally different product mixtures. This helped to drive gross sales by encouraging multi-product purchases, which was additional incentivized with an unique low cost code for viewers.
By mixing schooling and leisure, B&BW exceeded its aims. The occasion engaged new clients, spotlighted the model’s iconic merchandise and constructed hype solely TikTok can ship. The outcomes communicate volumes:
- 2M impressions: Increasing the model’s attain far past their forecasted expectations.
- 110K views: An engaged viewers tuned in to expertise the thrill.
- $9.4K in gross sales: Smashing the $2K benchmark for a primary TikTok LIVE.
- 216K product impressions: Highlighting a formidable interplay with their product lineup.
The play: How are you going to remodel a signature aspect of your IRL model expertise right into a digital one? Whether or not you recreate the in-store expertise by a dwell occasion or accomplice with influencers to showcase your merchandise in a brand new mild, what’s most essential is that the activation feels true to your model.
Pernod Ricard toasts to ROI
Totally different events name for various drinks: easy-to-drink cocktails for the massive sport, refreshing, crowd-pleasing mixes for summer season events and warming cocktails for the vacations. Pernod Ricard, the world’s second largest wine and spirits service provider, discovered a great place to advertise their various portfolio yr spherical—Pinterest.
Pernod Ricard partnered with Pinterest to make sure campaigns adopted greatest practices. They developed inventive particularly for the platform, with property focused to each section of the acquisition journey. They utilized insights from earlier campaigns to optimize their format combine too, mixing choices like picture, video and carousels.
It may be harder for CPG advertisers to measure decrease funnel metrics in the event that they’re promoting by third events versus their very own web site. The workforce made positive to construct a sturdy measurement technique with deep insights into influence. A combo of in-house Advertising Combine Modeling (MMM) and gross sales raise research helped them gauge efficiency and see which ways carried out greatest. Then, they used these insights to refine, iterate and constantly enhance efficiency over time.
Their method to inventive, focusing on and marketing campaign timing contributed to substantial efficiency enhancements, together with a 21% YoY improve in marketing campaign effectiveness on the portfolio stage. Additionally they noticed a 35% improve in ROI throughout campaigns for his or her portfolio.
The play: The boldest manufacturers go into areas no competitor has gone earlier than. Making strikes on surprising networks results in better share of voice and influence. In the event you’re questioning which platforms take advantage of sense to your model to experiment on, dig into the place area of interest communities associated to your sector are popping up.
Influencer highlight: Kevin Parry
Influencer and stop-motion animator Kevin Parry has amassed over 5 million followers together with his pleasant, inventive movies. Parry is well known for his seamless transitions, bringing inanimate objects to life and seemingly performing magic earlier than our eyes.
Whereas his movies are pure enjoyable, they’ve additionally helped him earn severe revenue—each from model partnerships and community advert income. His evergreen YouTube movies alone drove $37,000 final yr, although he explains that is the smallest portion of his social media earnings.
Parry credit his monetization success on not simply reaching individuals, however reaching the proper people who find themselves genuinely within the manufacturers he works with and his inventive course of. He does this by offering schooling and worth to particular subsets of individuals. For instance, by linking to his articles about how one can pitch to manufacturers.
The play: Whereas it might appear to be producing ROI means going viral or getting huge viewership, the reality is that it’s way more essential to succeed in individuals who genuinely wish to work together along with your content material. At Sprout, we’ve adjusted our personal content material technique to raised mirror the wants of our viewers and our enterprise objectives.
Daring manufacturers who ship ROI put social on the middle of their technique
That wraps up this month’s installment of PPR. Keep tuned for subsequent month, the place we’ll be highlighting a few of our favourite hospitality manufacturers on social—simply in time for summer season within the northern hemisphere. Within the meantime, bear in mind these key takeaways:
Put up Efficiency Report Takeaways:
- Make social media the start line—not the afterthought—of your go-to-market technique. Use social as a supply of real-time shopper insights earlier than launching a product or marketing campaign. When social content material is knowledgeable by what your viewers truly needs, it turns into a robust software for each consciousness and conversion.
- Prioritize content material made for social, not resized to social. Native inventive persistently outperforms repurposed property. Lean into platform-specific codecs, aesthetics and tones—even when it means producing fewer property general. Authenticity and relevance beat polish each time.
- Recreate your model’s most iconic experiences in a digital-first manner. Carry bodily or nostalgic parts of your model to life on-line by interactive experiences, dwell occasions or immersive storytelling. The aim isn’t to repeat the in-store expertise—it’s to translate its emotional worth to digital audiences.
- Don’t chase mass attain—deal with resonance. ROI isn’t nearly going viral. Excessive-value, area of interest communities supply stronger engagement and conversion alternatives. Tailor content material and focusing on to the individuals most definitely to care about—and act on—your message.
On the lookout for extra on why social is the simplest method to drive connection, gross sales and loyalty? Learn extra about how daring social is altering enterprise as we all know it.
And in the event you see a social put up or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
