Take it easy, have an eegee!
Tapping into the offbeat spirit
eegee’s Social Revitalization: A Case Study in Customer Engagement Strategy
eegee’s has long held a cult-like following, known for its iconic name and signature frozen fruit beverages, a brand deeply rooted in Arizona culture since the 1970s. However, when I joined as Customer Engagement Manager in February 2020, it was clear the brand was due for a strategic shift. At the time, our core social media demographic skewed 50+, and engagement metrics were at an all-time low. Recognizing the opportunity for transformation, I led a comprehensive strategy focused on modernizing brand relevance through cultural alignment and data-driven insights.
My approach began with a deep dive into our audience, understanding who our customers truly were, where they lived, worked, and how they interacted with content. The data revealed a loyal audience eager to engage, but craving a refreshed brand voice and experience.
We repositioned our social presence by leaning into current trends, real-time cultural moments, high-quality visuals, and immersive content experiences. From timely campaigns and original photography to live-streamed DJ events and playful, offbeat storytelling, we reintroduced eegee’s to a new generation while honoring its quirky roots.
Results:
The strategy delivered exceptional performance across key engagement and sales metrics, despite launching during the height of the COVID-19 pandemic:
80% growth in social media followers
94% increase in overall social engagement
120% increase in engagement rate (from 2.0% to an average of 5–9%)
Record-breaking sales growth, with a measurable ripple effect from social media activity through to transaction volume and check averages
This initiative not only reenergized eegee’s digital presence but also proved that authentic storytelling, audience insight, and cultural relevance can drive real business impact, even in the most challenging times.
A few examples from what I detailed:
Viral Content
“The Squeegee”
The Squeegee was one of our most playful and creative campaigns to date. For April Fools’ Day, I came up with the idea to launch a fake alcoholic eegee, a cheeky nod to something the brand had never done due to Arizona’s strict alcohol regulations. Partnering with our creative agency, we crafted a fictional frozen pouch drink called “The Squeegee,” complete with bold packaging and a clever Easter egg: “71% alcohol,” a tribute to the year eegee’s was founded.
The response was instant and electric. As soon as we launched, the internet lit up. Word of The Squeegee spread like wildfire, and fans across the state were begging to try it. News outlets picked it up, social media couldn’t stop talking about it, and even national marketing voices weighed in on the cleverness of the campaign. It was a perfect example of how creativity, cultural insight, and a well-timed idea can create massive buzz without spending a dime on media.
“The Upside Down eegee”
When Stranger Things Season 4 dropped on Netflix, I saw the perfect opportunity to tap into pop culture and create something unforgettable for our customers and team. With July being our biggest month, thanks to the fan-favorite Watermelon eegee, I pitched the idea of launching a limited-edition twist: the “Upside Down” eegee. After clearing it with legal, we transformed our classic pink drink into a black Watermelon eegee infused with edible red glitter, mirroring the eerie vibe of the show’s underworld.
To support the launch, I led the creative across the board: producing a themed commercial, designing the monthly sticker, and developing in-store visuals. We dropped the commercial the night before launch, and the response exploded; fans flooded the comments praising the creativity and sharing their excitement. By the next morning, a line wrapped around our restaurants before we even opened. The campaign didn’t just generate hype, it delivered the highest-grossing July in company history. The campaign went viral, and multiple influencers filmed themselves trying it. It was a proud moment that demonstrated the power of creative storytelling and cultural relevance when executed effectively.
