Instead of one-off transactions, RQ cultivated a VIP group for Pizza Hut by nurturing each relationship and creating repeat opportunities for branded content creation.
The Hut Crew— a community of creators each with a real love for Pizza Hut.
Creators who already make content for the brand’s target audience, and who represent diverse and inclusive communities. The Hut Crew is consistently delivering impact. Beginning in 2016, RQ has been developing and nurturing a Crew that feeds all parts of Pizza Hut’s marketing initiatives. Pizza Hut challenged RQ to drive brand awareness and brand love among Gen Z and multicultural audiences.
ORIGINAL CONTENT (PAID)
We tap the Hut Crew for branded content that can be turned around quickly, adding a layer to PH’s calendar marketing initiatives. The more we work with our creators, the better the content— they get to know the brand’s tastes, values and messaging points.
NURTURING (UNPAID) ❤️
We aim to have touchpoints with creators at least once a month to build deep connections, and often, drive bonus organic content. This allows us to understand our Hut Crew members’ lifestyles, passions, and career goals, and where all of that intersects with Pizza Hut and how we may be able to help.
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