In a world where people scroll past content in
1.7 seconds, we made work worth stopping for.
Arby's: Scroll-Stopping Social
2018 - 2021
The Approach
From 2018 to 2021, Arby’s challenged our team to create content that would make people stop scrolling and actually engage. Most brands compete for attention by pushing promotions or feeding the algorithm. Our approach was different. We focused on fandoms, cultural moments, handmade craft, and the kind of internet native ideas that feel more like fan art than advertising. This helped Arby’s stand out in a crowded QSR space and earn genuine engagement from people who usually scroll past branded content.
My Role
I worked on the Arby’s social team as a Junior Art Director, contributing ideas and creative executions across the Meatcraft era and beyond. I helped concept social first ideas rooted in fan culture, gaming, anime, and internet trends. I also supported content production, from crafting builds to art directing captures and editing native assets for feed and Stories. My role centered on helping Arby’s show up in a way that felt clever, crafted, and true to the internet’s fast moving culture.
The Results
The work helped position Arby’s as one of the most engaged QSR brands online and proved that social content can be both crafted and culturally relevant.
Highlights:
Average Instagram engagement over 12% in 2019
Outperformed the industry standard of 1% to 3% engagement
Double the benchmark for highly engaged brands at 6%
19% year over year follower growth across major platforms
Earned recognition from Engagement Labs as a top performer in talkworthy marketing
Several industry awards across content and art direction
Helped shape Arby’s reputation for internet native, fandom driven social creative