“SPREADING HAPPINESS” POSITIONING

The new IHOP’s positioning is all about individuals, friends, and family finding the “best ingredients for their happy day at IHOP” and the social media strategy should support that with every opportunity. Every social media effort/photo/post should aim to:

  • Make people smile and want to share with others in their contentment
  • Offer compelling content that spreads happiness from one person to the next
  • Offer interesting, local content that is happy in nature and encourages more human connections
  • Convey offers and promotions in a way that uses “Spreading Happiness” as its foundation

PRIMARY OBJECTIVE:

To utilize the “Spreading Happiness” platform to create unification in messaging and clearly define core brand positioning.

PLATFORMS:

  • Facebook
  • Instagram
  • Vine
  • Snapchat
  • Twitter & Meerkat
  • Pinterest

TIMEFRAME

  • Ongoing

CREATIVE NEEDS:

  • Cover photos
  • Profile images
  • Sample posts
  • Sample image updates

“SPREADING HAPPINESS” CREATIVE NEEDS

COVER IMAGES: Branded & Branded with Hashtag

“SPREADING HAPPINESS” TIMELINE POST EXAMPLES

#IHOPsmile weekly post

#IHOPstories video series

#IHOPheritage social post