Almost everybody loves pizza. It’s one of the most popular foods in America, with pizza places located everywhere. In Southern Massachusetts and Northern Rhode Island, Piezoni’s is a pizza chain that offers both good food and good service. For a class, I created a social media campaign for the lovely pizza chain. So let’s explore my campaign of Piezoni’s: Great Food, Greater Experience as a reflection.

What to Know

Piezoni’s has a great setup for their social media; they have Facebook, Instagram, and Twitter. On the good side of their social media, they have great branding and imagery. On the other hand, they have very low engagement and are inconsistent with their posting schedule. They have the potential to do very good things with their social media.

What was the Goal of the Campaign?

The goal of this campaign is simple: to increase brand awareness through the community by having more varied content across all platforms. They have limited graphics and videos, and lack posts showing the Piezoni’s community. By having the focus built around the people first, food second, it shows that Piezoni’s truly matters about the trust of their people, hence, “great food, better experience. 

This campaign has three major goals:

• Increase brand awareness across platforms
• Create more themed and varied content
• Increase engagement on posts and videos

And each goal will be achieved through the chosen platforms: TikTok, Instagram, and Facebook. Each platform would focus on a key message. TikTok: Relatability, Instagram: Engagement, and Facebook: Service. Alongside this, each platform had its own SMART goals to achieve each of the original goals. 

• Instagram: Increase followers and likes by 50%, and comments by 100%
• Facebook: Increase reach and followers by 25%, comments by 50%
• TikTok: Gain 2,000 followers, have a 1-2 posting schedule, reach 5-20 likes per post

How Could This Campaign Benefit Piezoni’s

Piezoni’s has a lot to benefit from a campaign like this. While doing this, I made a big 3 list. So here’s what I’ve got!

1. Community Engagement: Piezoni’s is practically built on its community. But right now, they only have 2-3 posts within the past 6 months that have people in them. While food certainly is a priority, having content for employees, customers, and supporters shows that the brand values its group. As they stand right now, the pizza posts they have are only getting 0-5 comments and 10-25 likes per post on each platform they currently have. 
2. New Platform Potential: Piezoni’s can benefit from TikTok. The platform is useful because small businesses benefit from TikTok. It’s proven that Piezoni’s video content already does well. On their Instagram, their video content does better.. Normal photo posts get 10-25 likes, but their videos get 50-90 likes! So they have all the reasons to benefit!
3. Variety Content: Having a wider range of content can be quite beneficial to Piezona. They can expand, exploring what works and doesn’t work. It also means making videos, graphics, and posts to show the audience what Piezoni’s can provide.

What I’ve Learned From This Experience

I learned a lot from this campaign. I see the challenge that comes with running all a company’s social media; you have to plan and strategize accordingly. Most of all, I’ve come to appreciate all the reach and level of commitment that companies go through to help their fans. As a lover of Piezoni’s myself, I grew up eating their food after school. And seeing how much potential they have on their social media gives me hope for their future. And hey, maybe they’ll see this, who knows? Media travels fast.