SLICE BY SLICE
Accelerating Growth for Detroit's Square Pizza
Jet's Pizza is a Michigan-based pizza chain known for its signature Detroit-style pizza, crispy corners, and bold flavors. Founded in 1978, it has grown to over 400 locations across the U.S., offering a menu of specialty pizzas, subs, and wings.
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As Manager of Content Strategy, I led the quarterly and annual social media strategies for Jet’s Pizza across Instagram, TikTok, X, and Facebook. My role encompassed content ideation, calendar planning, content production, monthly reporting, community management, and ongoing strategy optimization to drive engagement and brand growth.
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Within a year, I was able to generate these results across all 4 platforms:
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297.3M Impressions
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347.1K Followers
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58.6M Video Views
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283k Link Clicks
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860.1K Engagements​​
BRINGING THE AUDIENCE BTS WITH JET'S
THE ASK​
Going into 2025, Jet’s Pizza’s CMO wanted to highlight their new campaign, “It’s Not Pizza, It’s Jet’s”, emphasizing quality ingredients, care in preparation, and their mom-and-pop roots. After researching audience trends, I discovered a strong interest in behind-the-scenes content.
THE SOLUTION​
To showcase the authenticity of Jet’s, I proposed taking audiences behind the scenes in the kitchen, featuring insights from the franchisee owner, to reinforce the brand's unique story and of course, the premium ingredients.
Views:13.5K
Engagements: 733
Shares: 180
TikTok
Views: 48.3k
Engagements: 1,023
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Views:71.3K
Engagements: 1,470
Shares: 330
TikTok
Views: 37.4k
Engagements: 1427
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REVIVING THE JET'S PIZZA FB COMMUNITY
THE PROBLEM
Jet’s Pizza’s Facebook presence was struggling with low engagement MoM. After researching our audience, I discovered that most followers were 45+, lived in the Midwest, and likely didn’t engage with the Facebook Reels content format we were putting out.
THE SOLUTION
Since Facebook thrives as a platform for community and news, I shifted our strategy to focus on Midwest culture content in text format, tapping into seasonal conversations.
THE RESULTS
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780K Impressions
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40.8K Engagements
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485 Shares
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5.2% engagement rate—all from text posts alone.
