Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion.

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Full Episode Details

No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions.

One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success.

In This Episode

04:52 – The key role that communication plays when juggling multiple locations and employees
06:02 – How Chipotle uses social as an integral tool to learn more about their customers
08:40 – How Chipotle segment their target audiences by channel
09:39 – A look at how the social team at Chipotle operates across different channels and expertise
13:35 – What Chipotle looks for in an ‘ideal influencer’
16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
24:37 – How Chipotle set up their initial colonization plan for TikTok
27:00 – How the customer service team gets involved in social
31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

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