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How does a beloved family brand of the 50s fit into a social landscape of meme-sharing, cyber-stalking millennials? I cultivated a relatable persona for one of IHOP's greatest strengths – pancakes – and used the quirky voice to generate brand love and consideration.

 

Within two months, this evolved social voice garnered a 752% increase in impressions and a 1064% increase in engagement. Additionally, it earned a 35% increase in earned user-generated conversation.

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Agency: MRM//McCann

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The effectiveness of an email can hinge on the words you use in the subject line. A vague phrase or a few wrong words could send your message straight to the trash. Luckily, these IHOP emails are armed with hard-hitting subject lines that create curiosity and urgency.

 

These emails earned an average open rate of 15% compared to an industry average of 11%.

 

Design: Bruno Forcine & Roxanne McClaren

 

To celebrate National French Toast Day, a very scrumptious social holiday, I scripted and helped produce a miniature parade live stream on Facebook. The event featured tiny floats carrying each of IHOP's French toast flavors and was hosted by two talented voice actors playing, Pam Cake and Chris P. Bacon.

 

The live stream was a huge success. It reached 71.5K people and earned 2.2K post engagements.

 

Watch and listen to the live stream (skip to the 20-minute mark to get to the action) or read the full script here.

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Videography: Ryan Beacher

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