Shake Shack Thailand
Social Media Strategy / Content Production / Photography / Videography / KOL marketing
Burgers. Shakes. Vibes.
The challenge
OUR IDEA
From its inception as a hot dog cart in Madison Square Park in New York to becoming the global burger sensation it is today, Shake Shack has rallied fast-food enthusiasts behind its unique signature items and high-quality ingredients. Now available in Thailand, the brand lacked the same passion from the local crowd, more often missing than hitting the mark when it came to engaging with a discerning, social-savvy audience.
It is all about the storytelling. With an average ticket menu way higher than its competitors, much less local awareness and literally zero referrals, we decided to go with a content strategy that would embrace and promote a local flair rather than mimic the brand's US-driven direction. Shake Shack in Thailand meant blending with the surrounding culture to resonate at a local scale and strike a chord with our audience while still being highly relevant.
OUR response
We positioned the brand as the spark behind highly shareable food experiences, not just another place to eat. Our principles:
Social by design.
Create moments worth sharing, not just posts worth seeing.
Globally loved, locally fluent.
Carry international credibility while speaking Thai social culture.
Cravable energy.
We used sensory, street-smart language that makes the experience feel immediate and irresistible.
Hello Bangkok!
Say bye-bye to outdated staged photos and say hi! to a new generation of content putting Shake Shack on the map (literally).
Our concept was simple yet efficient. We aimed at creating social media assets that would harmoniously capture the spirit of Bangkok with a unique Shake Shack touch. The result: vibrant, eye-catching and relatable social posts.
This new content direction helped increase the brand's awareness among a more lifestyle-seeking crowd, resulting in an immediate engagement boost across their social media channels.
next?
Thai audiences gravitate toward brands that feel popular. FOMO is real. Queues and online chatter reinforce desirability. One of our keys to getting there was to increase our TikTok and Instagram presence with fun, tasty short-form video content.
With great success… comes even more success.
Shake Shack opened its second location at EmSphere, a much-anticipated store in one of the city's top premium lifestyle hubs.
We covered the new opening from top to bottom, capturing on-site excitement, introducing the latest signature menu items, and promoting an ecstatic vibe throughout our content.
Turning social conversations into actual foot traffic.
Shake Shack Thailand has now become a true city landmark, has opened a few more stores around town, and has exciting projects ahead.
Our people-focused content strategy enabled the brand to find its voice and connect with a local crowd, driving sustained engagement and ultimately growth.
The results
270
Content
produced
7.9M
Reels
views
+3.1
Pts
Engagement Rate
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