How Chipotle Got 1 Billion Views on a Single TikTok Promotion

May 29, 2020

Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion.

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This week:

Salesforce Marketing Cloud

SocialMedia.org

 

Full Episode Details

No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions.

One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success.

In This Episode

• 04:52 – The key role that communication plays when juggling multiple locations and employees
• 06:02 – How Chipotle uses social as an integral tool to learn more about their customers
• 08:40 – How Chipotle segment their target audiences by channel
• 09:39 – A look at how the social team at Chipotle operates across different channels and expertise
• 13:35 – What Chipotle looks for in an ‘ideal influencer’
• 16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
• 24:37 – How Chipotle set up their initial colonization plan for TikTok
• 27:00 – How the customer service team gets involved in social
• 31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Download Salesforce’s e-book, ‘Einstein’s Guide to AI Use Cases’
• Listen to episode 21 of Social Pros with Joe Stupp from Chipotle

Visit SocialPros.com for more insights from your favorite social media marketers.