Presentation – Zaxby’s Turns Creator Content into a Competitive Advantage

As a challenger QSR brand with a highly regional footprint, Zaxby’s needed a way to stay culturally relevant without relying on national media buys. They turned to influencers, reusing creator content across channels to make it a core input into their marketing calendar. Kasey Ryan will share how Zaxby’s built and scaled an always-on influencer strategy, growing from a handful of paid creators to a robust engine that now fuels campaign planning, social, loyalty and in-store experiences. Kasey Ryan Director, Brand Marketing Zaxbys