PANDA EXPRESS SOCIAL: “BROUGHT TO YOU BY YOU”
You know what they say: Ask for Honey Sesame Chicken Breast to return
to Panda Express 2,358 times on the internet…and you shall receive.

PHASE 1
Tease HSCB’s return with personalized
responses to old tweets from PX fans.

PHASE 2
“It’s Back!” And tag every single fan who asked for its return
(with some help from PX fan & 49ers Tight End George Kittle).

PHASE 3:
Ask fans to “Put Your Honey Where Your Mouth Is”
with weekly challenges proving their love for the dish
(via Facebook & Instagram Stories).

PERSONAL ROLE — Sr. Copywriter

Original concept, copywriting, creative development

FULL TEAM

AGENCY: EVOLUTION BUREAU
CCO: JOHN REID
ACD / DESIGNER: DIANA CHEN
ART DIRECTORS: ALEX KING, ZACH MORRISON
JR WRITER: MICHAEL LIM
COMMUNITY MANAGER: ANDI GUITIERREZ

RESULTS

1,697 Fans Accepted a Challenge
849% Increase in Conversation in the First Month
270% Increase in Launch Week Chatter from Previous Year
40% of Stores Sold Out Early