What Wendy's National Roast Day Can Teach Brands About Social Media Marketing

Last month was Wendy's annual “National Roast Day”, where they roast and poke fun at anyone who’s in the mood for it on social media. Here are some of the best.

As a result of this, they were featured in several international news outlets, generated millions of views and conversations, and trended all over social media. Completely organically. 

So what can brands learn from this? Develop a PERSONality on social media. A distinct persona that you want to be known for. Different from your BRAND.

If your brand was a real PERSON, what would they act like? sound like? think like? What do they do to reaffirm their personality?

Wendy’s is that of an edgy best friend who’s always looking to poke fun at you. They are iconic on social media for roasting their followers and getting in Twitter wars with other brand accounts. 

Wendy’s personality works for them, but it doesn’t work for others. Netflix is a woke celebrity who feels relatable, sharing memes and information about social issues. Glossier is a happy gal, spreading positive vibes and affirmations with their audience. Chipotle is a communal aspirationalist, making feel good stories happen. Patagonia is an educational environmentalist, making their entire account about sustainable practices to save the planet.

Products and commercials are no longer the only touchpoint that a consumer has with you. You don’t need to put all your eggs in one basket into perfecting a commercial. You don’t only have one shot to get it right.

Instead, you have the ability to engage with your consumer as if they were your neighbor. You could see them once a day. You could spend hours with them. You could live rent free in their head.

When Gen Zers are thinking about your brand, they are also subconsciously thinking more about those infinite touch points on social media.

“That trend on TikTok about the kid who stole that Arby’s menu sign was funny… I kind of want to go to Arby’s all of a sudden.”

With branding, it's all about the value you provide to the customer. In the age of social media, however, this element of PERSONality can help you form an actual relationship with your customers... and keep you living rent free in their head.