Brought To You
By You
For Panda Express superfans, Honey Sesame Chicken Breast is legendary.
In fact, since the last time HSCB was in stores, there were over 2,548 mentions of the dish across the internet. We even noticed that no matter what was being discussed, a Panda Fan was almost guaranteed to ask for its return. Our team was tasked with bringing back a fan favorite—and inviting new fans to join in the sweet honey sesame goodness.
We Decided to Give Credit
Where Credit Was Due.
The fans who made Honey Sesame Chicken Breast one of the brand’s highest performing LTOs and most requested dish are the reason Panda Express brought it back. And so, the “Brought to You by You” campaign was born.
We Teased Its Return
With Personalized Responses.
These responses were in the comments section, in response to fan posts, and in our own feed.
We Issued Weekly Challenges for Fans to Show Us Just How Much They Loved HSCB.
To capitalize on fan passion and grow the fandom, we launched the “Brought To You By You” challenges on Instagram and Facebook Stories, asking fans to prove the depths of their love with a new challenge each week. We had fans dancing, singing, and changing their names—all to win the sweet reward of free Honey Sesame Chicken. We even got SF 49ers tight end and self-proclaimed Honey Sesame Chicken superfan, George Kittle, in on the action.
We Kept Fans Engaged
With a Little Kittle.
The iconic Panda Express superfan and NFL tight end read the names of everyone from the Internet who asked for the dish to return.
Results
An all-out love fest.
This was the brand’s most participatory social campaign to date, driving an unprecedented rise in conversation and fan involvement. In addition to growing brand love, “Brought to You by You” grew sales of HSCB, beating Panda Express’ sales goals for the dish. All because we gave credit where it was due: to our passionate, amazing fans.
1,697
Fans Accepted the Challenge
98%
Positive / Neutral Sentiment
849%
Increase in HSCB Conversation in the First Month
(663% Increase in the First Week)
270%
Increase in Hscb Chatter From 2018 to 2019 Launch Week
