When the marketing textbooks are written about the impact of lockdown, there will likely be a section dedicated to social listening. This key tactic has left an indelible mark on how both McDonald’s and Chipotle market to their fan base and beyond. Helping lead the charge are two of The Drum’s Future 50: Faizan Tahir, senior marketing manager, calendar planning, McDonald’s and Neiv Toledano, senior social media strategist, Chipotle.
“Chipotle is my life!” This proclamation went viral on Vine when that was still a thing. Looking to bring a little fun into people’s lives during the ominous days of February, Chipotle re-created this famous meme with the now 12-year-old Ron Murray. The internet applauded. Chipotle’s social media team had done it again.
“Our goal on social is really to supercharge our superfans. That’s the number one thing,” says Neiv Toledano, senior social media strategist, Chipotle. Toledano is one of The Drum’s Future 50 …