When burger chain giant Five Guys decided to strengthen its presence in the Saudi market, it had to overcome a crucial challenge: that of localizing their online presence and becoming more relevant to their target audience.
They thus approached us to become their social media partner agency in KSA and help them steer away from using the brand’s international content library, which didn’t resonate with Saudi customers. We knew we had to tailor their online communication so that it looks, sounds, and feels relatable to an audience that values brands that speak its language. Localizing is the key to success, and we went on building our strategy and content atop this foundation.
We developed a social media strategy, leveraging our experience in all things food and Saudi Arabia. We then set up an in-house social media content shoot, developing a full content library that’s exclusive to the KSA audience and covers all the axis of communication set by the strategy. The resulting shots scream local and were used as the building blocks of the designers and social media team’s content creation process, coupled with Saudi lingo and references.
Today, Five Guys’ KSA content aims to build audience relatability, showcase the quality and variety of the chain’s offering, and position the brand as the go-to provider of good food and moments.
As soon as we started rolling out the posts we created for them, the positive sentiment was evident with the page’s reach and engagement steadily increasing. And although Five Guys KSA still abides the brand’s international guidelines all the while looking local thanks to props, lingo, and references that make it typically Saudi.