Papa Murphy’s: Social rebrand
Goal
Appeal to a millennial audience by giving the Papa Murphy’s Instagram feed a glow up with content that looks as tasty as the pizza.
Role
Concepting, production, post production, social copy.
Impact
Captured 100+ pieces of unique content that surpassed previous Instagram content benchmarks.
24% increase in engagement rate
74% increase in followers
63% increase in impressions per post
Step 1: Social audit
We took a deep dive on the previous Instagram feed to find opportunities:
Add color to boost performance and engagement
Highlight more than just pizza—fresh ingredients
Develop an ownable look and feel that stops the scroll
Step 2: Strategic shoot
We created a playbook with 4 content pillars to steer what we captured:
Fresh ingredients
The joy of missing out (by eating in)
Delicious pizza, obviously
Pizza hacks
Step 3: Launch
We gave the feed a refresh with content mean tot tap into relatable moments, start conversations, and make everyone hungry.
