Pei Wei
Asian Dining
Spanning two years in collaboration with P.F. Chang's fast-casual spinoff, I served as a lead creative in developing a new logo, mascot, and tagline; redesigning packaging, POP, and restaurant interiors; and creating full-scale campaigns supporting product launches for Wei Better Orange Chicken, Cauliflower Rice, and Bento Boxes.
Additionally, I managed the brand's organic efforts on Facebook, Instagram, and Twitter, creating unprecedented levels of reach and engagement with minimal paid support.
Historically, Twitter represented a sore spot for the franchise, as a growth platform where messaging had continuously underperformed. I was entrusted with creating and maintaining a new account from the tiger mascot's perspective, relating the brand to topical subjects and speaking in internet colloquialisms. In consideration of the premium that social media places on speed and relate-ability, as well as the client's shoestring budget, I acted as a one-man-team: concepting and copywriting; designing static, GIF, and video assets; and scheduling content as well as managing community response. In a single year, the account achieved engagement at 56x the QSR industry average and over 3.5M unpaid impressions.
Throughout the duration of our partnership, Pei Wei reversed five years of steady decline; enjoying a peak 25% increase in traffic, digital sales growth of 22%, and the ultimate sale of the brand to a corporate bidder at an undisclosed price.
