Case Study: Taco Bell achieves massive social media engagement and viral reach with Awario

How Taco Bell rocks it on social media (and what you can learn from them)

Taco Bell, the global fast-food chain, needed to stand out and sustain deep customer engagement across every major social platform while launching new products like a mobile ordering app. Awario examined how Taco Bell built a distinctive, witty brand voice and shifted to real-time, personality-driven social engagement to attract its young, impulsive audience.

Awario documents Taco Bell’s solution as a bold, personality-led social strategy — real-time replies, influencer co-creation, content curation, and creative stunts like a full social-channel blackout to launch its mobile app and a Taco Emoji Engine. The impact was measurable: the app became the top download in the App Store’s “Food & Drink” category (and 22nd overall among iOS users in the U.S.), 75% of stores processed mobile orders within 24 hours, and the emoji campaign generated over 500,000 tweets in five days, as reported by Awario.

Taco Bell

Nick Tran

Former Social Media Lead