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Soulman's Bar-B-Que social media campaign drives profits

The video garnered over 76,000 views and reached over 120,000 users.

April 22, 2016

Soulman's Bar-B-Que's social media campaign, which offered loyal fans a sneak peek to a new menu item, resulted in driving profits, according to a company press release.

"No discount, no freebies, just insider early access to a secret new item," said CEO Brett Randle.

The chain invited social media followers to watch a video on its Facebook, Twitter and Instagram pages to receive a code word that they could use to find out about the new menu item — Frontier Fries — several days before the official release.

The video garnered over 76,000 views and reached over 120,000 users, Randle said.

"We were very excited to use video to reach this particular audience because they exhibit high engagement on a daily basis," he said. "The seven-day early release resulted in a lift in traffic, 50-plus in-store mentions of the code word and a great start to early sales."

Soulman's owns and operates 14 north and east Texas locations.