RED ROBIN SOCIAL 

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Creative Lead | Brand Voice, Copywriting, Content & Strategy

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Red Robin’s social presence was stuck in the past—over-reliant on dad jokes and outdated puns that didn’t match the energy of its towering burgers or loyal fans. The brand lacked a clear identity online, and engagement had stalled. As the social media lead, I handled creative direction, copy, concepting, and content creation across all platforms. I built a bold, ownable brand voice from scratch and launched it through social first—using tone to guide everything from captions to visuals to community management.

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The voice I created was saucy, snackable, and full of swagger—equal parts burger lover and sarcastic bestie. Twitter became home to unhinged fry logic. Instagram delivered drool-worthy visuals with punchy headlines. Facebook got smarter, more intentional messaging that spoke directly to superfans. The impact was immediate. In 2019, social engagement doubled YoY: Facebook reach +48%, Instagram +26%, Twitter +31%. The voice helped fuel the “All the Fulls” campaign (one of Red Robin’s highest-performing ads), and total owned social reach hit 12.7M in 2020. Even during the pandemic, the tone held strong—evolving into meme-y, UGC-driven content that kept fans engaged and the brand culturally relevant.

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By 2021, the voice extended beyond social—shaping loyalty, CRM, and digital campaigns that consistently outperformed benchmarks. Internally, it became the tone everyone followed, from franchisees to national marketing. What started as a social-led refresh became the foundation of Red Robin’s modern brand identity.

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+240.8% social-driven revenue
+46.5% ROAS in 6 months
+60% ad efficiency
+165% positive sentiment shift
+40% engagement
+109% impressions

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