Earls

The marketing concept of TGIM was set, and as a writer and strategist I was tasked with bringing the idea to life on digital platforms. TGIM (Thank God It’s Monday) was a series of fun, sun-soaked drink and food specials designed to drive sales on a typically slow night for the service industry.

While the team worked collaboratively with colleagues on strategy, when it came time to make fun posts, everyone pointed at the comedian. I got started. Teaming up with a designer to make my visual concepts a reality, I wrote with the cheeky Earls brand in mind, creating social ads that let you know that Monday could be more than a date with your couch.

The ads I wrote proved popular. So popular that the Earls team had t-shirts made for the staff with the ad copy front and center. We recognized that Earls staff may not be stoked on throwing on a boxy, unisex tshirt, so this gave us another opportunity to engage the staff with a “Customize Your Shirt” internal rollout.

The campaign was so successful at driving online engagement and in-store sales, that this patio-centric, summer campaign was extended into the first week of October.

Lovely photo of two Earls employees courtesy of Earls Richmond on Facebook.