An international chain of 8,000 convenience stores, Circle K has become one of the most widely
recognized convenience store brands, known worldwide for helping refuel people on the go.

SUCCESS STORY

How a grand opening event inspired a tight-knit community
to rally around a global convenience store brand.

The opportunity

When Circle K Southeast was poised to open their largest store in North America in the heart of Savannah, Georgia, they asked Approach Marketing to help them plan and host a grand opening celebration. The event needed to engage the local community and get customers excited about the convenience brand’s new store concept and fresh-to-go food and beverage offerings.

The approach

Working with our marketing partners at Circle K Southeast and Tarheel Promotions, we rallied our media relations, creative and social teams to plan and execute an integrated strategy that would drive conversations and engagement. A paid, owned and earned media strategy spanned Circle K’s social channels, local Savannah media, and word-of-mouth conversation among the community and local dignitaries.

The impact

Our approach paid off. The company saw a 200 percent increase in Circle K Southeast Facebook engagement and captured 300 new Facebook fans. Campaign efforts earned 830,500 impressions among targeted Facebook users and 532,000 media impressions from coverage that ran up to and through the day of the event. Beyond simply building excitement, we successfully converted a curious audience into confirmed customers.