Turning Franchise Customers Into Brand Advocates
Challenge
Sirloin Stockade needed to unify the digital presence of its franchise network across Mexico. Its channels were inconsistent, overly promotional, and lacked a cohesive brand identity capable of building loyalty and turning occasional guests into brand advocates.
Strategic Solution
Developed a “Brand as Creator” framework (POV and brand voice) to give the brand a distinctive point of view beyond a transactional social feed.
Structured the content strategy around three national campaigns per year, complemented by adaptable local templates that franchisees could customize for their own promotions.
Shifted creative production toward a more experience- and product-led approach while preserving the brand’s value-driven promotional positioning.
Prioritized TikTok as the primary growth channel.
Centralized paid media and community management across the entire franchise network under a unified KPI framework.
Our Results
Brand as Creator
a distinctive POV and brand voice
3 national campaigns
per year, plus local templates for franchisees
TikTok-first
primary growth channel
Unified KPIs
centralized paid media and community management
See the power
of strategy in action
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