Case Study: Chili's achieves TikTok transformation and 24/7 culture-driven social care with ICUC

Transforming Chili’s presence on tiktok through icuc’s comprehensive social media strategy

Chili’s, the family-focused casual-dining brand, needed to rapidly optimize user-generated content on TikTok, hire a social monitoring team that embodied its values, and ensure crisis support during the COVID-19 pandemic and related budget cuts. ICUC, delivering 24/7 social listening and digital customer care, was the only agency retained to help Chili’s protect its brand voice, track mentions, and expand its TikTok presence.

ICUC deployed culture-driven, round‑the‑clock community management and platform-specific social listening tools, integrating quickly to moderate content, escalate risks, and surface engagement opportunities. The partnership produced countless surprise-and-delight campaigns and rapid 24-hour escalations, with ICUC moderating over 25,000 items per month, tracking 14,000+ mentions and escalating roughly 1,000 items monthly on average, measurably improving Chili’s real-time social responsiveness.

Chili’s

Luz Bickert

Senior Marketing Manager