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Moe’s Chief Taco Officer


Campaign Goal



Moe’s Southwest Grill sought the support of influencers to amplify its clever user-generated content contest to find the next CTO – Chief Taco Officer. The brand was garnering substantial traditional media coverage, but since the target demographic of Millennials and Gen-Z is more likely to receive news via their social feeds, we decided to meet them on Instagram and Twitter. Our goal was to harness the power of young influencers and their energetic audiences to drive entries for the CTO contest. The prize? An all-expenses paid, weeklong taco tour of the East Coast.


We tapped 8 millennial influencers and taco enthusiasts to create whimsical, eye- catching content for Instagram to encourage their followers to “apply” for the CTO position with photo and video submissions. Each influencer reached their massive audiences with Instagram Stories and feed posts and some enthusiastic tweets. We encouraged each influencer to nominate three of their friends by tagging them in their posts and prompting them to enter to win. With each Instagram post receiving a paid boost, reach extended well beyond the influencer’s existing audiences to those browsing Instagram’s Discover page.


The stellar content produced was so on-brand that Moe’s was able to repurpose the videos, photos, and GIFs on its own social media channels, eliciting further engagement for the CTO contest. The collective reach of our 8 influencers was 375K, which each Story segment being viewed 1-2K times. The estimated media value of their shares is $43.2K and overall the campaign generated a 134% return on investment.

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