Houlihan’s - The HQ
Challenge
Houlihan’s was changing its concept from casual dining to premium style to create a modern setting that would be familiar yet adventurous. The company came to Brand Networks to find the customers who have experienced and love the new concept and to help capture, amplify and measure the voices of those brand lovers.
Social Solution
Brand Networks developed a comprehensive and sustainable Word-of-Mouth Marketing (WoMM) strategy and tactical plan, using a combination of proprietary technology solutions, in-house WoMM methodology, and full agency services to create The HQ. Brand Networks invited more than 100,000 existing “email club” members to take the online survey. Using our proprietary Brand Lover Index system, we invited 7,000 qualified Brand Lovers to join the community as charter members of the “Advisory Group”. The 2,600-member Advisory Group serves the dual purpose of sharing opinions and creating WOM. Launched WoMM/Buzz campaign in April around Houlihan’s Diva Nights campaign. Provided users with “Diva Gossip Guides” with buzzable facts and tips for creating WOM. All WOM activity logged by users into a reporting tool for analysis and measurement
Results
Initial response rates to the survey email and survey completion percentages were significantly higher than expected. The number of registered users has more than doubled initial estimates. All divisions of Houlihan’s management tap into Advisory Group and ask questions via forum posts, a polling feature, and a comprehensive survey tool. Overall, HQ has generated thousands of comments and highly actionable survey results.
