Performance Marketing

Toast

Social Media

CHALLENGE

During the height of COVID and before vaccines were available, Toast–a payment provider for the food service industry–had to quickly pivot to serve a struggling customer base.

Toast wanted to increase the quality of its social media presence on Facebook and Instagram to build community, provide resources, and drive more traffic to their website.

OUR ROLE

Social Media
Ad Strategy
Copywriting
Digital Media

STRATEGY

Drawing on findings from our segmentation work, the Zozimus social media team created a data-driven social strategy prioritizing direct website traffic and product-focused content to direct our content production for Facebook and Instagram. The strategy allowed Toast to move their messaging from closed due to COVID, to helping restaurants reopen and reimagine themselves after COVID.

EXECUTION

– Identifying and market-testing ideal content types for each platform and Toast’s unique audiences.

– Consulting on social media templates to keep content consistent with the brand.

– Increasing Facebook reach by 77% and engagement by 340%.

– Prioritizing video over a 6-month period.

EXAMPLE FACEBOOK POSTS

We employed a mix of text and photo graphics, quotes with social proof, engaging video, and article shares to maximize reach and engagement with the Toast Facebook community.

 

Link, 2,233 impressions, 42 engagements, 53 clicks

Link, 1,495 impressions, 6 engagements, 23 clicks

Link, 2,787 impressions, 63 engagements, 88 clicks

Link, 2,374 impressions, 27 engagements, 43 clicks

Link, 2,246 impressions, 37 engagements, 84 clicks

EXAMPLE INSTAGRAM POSTS

We employed a mix of text and photo graphics, social media contests, engaging video, and short-form Instagram Reel content to grow and engage with Toast’s audience on Instagram.

 

1,723 impressions, 193 engagements, 18 clicks

 

3,108 impressions, 262 engagements, 46 clicks

 

2,912 impressions, 167 engagements, 43 clicks

 

2,772 impressions, 89 engagements, 52 clicks

1.3M

Social Media Engagements

10.3M

Social Media Reach

225K

Link Clicks

340%

Facebook Engagement Growth

77%

Facebook Reach Growth

96K

Facebook Video Views