Crunch N’ Coat is a local fried chicken brand known for oversized cuts, bold flavours, and a strong in-store experience. Operating in a highly saturated fried chicken market, the brand needed to stand out beyond the usual “original or spicy” positioning, while driving real foot traffic to physical outlets.
Dragtille partnered with Crunch N’ Coat to build a TikTok-first content funnel designed not just for awareness, but to educate audiences on what makes the brand different and convert online attention into in-store visits. The focus was on local relevance, clear messaging, and turning content views into physical walk-ins.
Crunch N’ Coat faced the challenge of competing in an overcrowded fried chicken category where many brands rely on similar messaging and promotions. While the product had strong differentiation, this uniqueness was not consistently communicated through content.
Additionally, the brand needed to ensure that online engagement translated into physical store visits. Without a clear content funnel, TikTok risked becoming a visibility channel without measurable offline impact.
We led the full TikTok content funnel strategy from awareness to in-store conversion. Content was designed to educate audiences on what made Crunch N’ Coat different—oversized portions, coating style, and flavour profile—while maintaining strong local relevance.
We developed a structured content direction aligned with clear goals: driving outlet awareness, store visits, and purchase intent. Content shooting and messaging were executed with a TikTok-first approach, ensuring consistency, clarity, and strong calls-to-action that guided viewers toward visiting physical outlets.
The content strategy delivered strong performance, generating 300K total video views and reaching 312K audience. Engagement remained high with a 1,015% engagement rate and 91K engaged audience, indicating strong interest and recall.
Follower growth increased organically, with 1,000+ followers gained through consistent content execution. Most importantly, the campaign drove a 3× increase in in-store walk-ins, directly supporting offline sales and strengthening Crunch N’ Coat’s local brand presence.
DRAGTILLE VENTURES
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