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In this on-demand session, Liz Bicker, Senior Marketing Manager at Chili’s, shares how her team partnered with Quid to revamp their outdated social playbook and transform how the brand connects with customers online. By using social listening and audience analysis, Chili’s shifted from simply broadcasting promotions to cultivating a brand persona rooted in humor, culture, and community. The result? A cross-functional playbook that guides platform-specific content strategies and reinforces Chili’s position as a culturally relevant, customer-first brand.
Persona-Driven Strategy: Chili’s defined their brand voice by asking, “If Chili’s were a person, how would they act online?” This led to platform-specific personas and content strategies.
Audience Insights from Quid: Helped Chili’s identify what different follower segments want—from fun, culture-driven content on Twitter to promo-based info on Facebook.
Cross-Functional Impact: The playbook isn't just for the social team—it’s used by creative, PR, and leadership to align content across teams.
Results with Relevance: Chili’s uses Quid to validate cultural trends and consumer conversations, enabling them to act fast on viral moments and tailor their messaging accordingly.
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