The Challenge
Five Guys is an international burger chain. A global brand needs local content that still meets central brand standards. Creators had to produce work that felt native to their own feeds without drifting from a tightly controlled brand identity.
Our Approach
We ran a video-led campaign with a strict approval process.
- 61 creators were agreed and briefed for short-form video
- 41 reels and posts were published, prioritising formats that generate views rather than static reach
- Creators were vetted for audience fit before outreach
- Every piece passed brand approval before publication to meet the chain’s standards
Prioritising video over volume suited a brand whose product looks best in motion.
The Results
61 agreed creators produced 41 reels and posts generating an estimated 1,950,206 views.
How Terrier Casts and Approves Video Campaigns
Video-first briefs like this run on the same shortlist as any Terrier campaign, creators checked for audience overlap and engagement quality before outreach, with an added review stage: every cut is checked against brand mandatories before it goes live, because a global chain needs every market’s content to still look like the same brand. Casting favoured creators whose feeds already lean toward short-form video, since format fit was set at the brief stage rather than negotiated after footage was in hand.
What the View Count Tells Us
1,950,206 views across 41 reels and posts is a viewing figure, not a footfall or sales number. It shows how many people watched the food in motion rather than scrolled past a static image, which is the specific problem the existing Approach paragraph names for a product that photographs best moving. 61 creators agreed against 41 pieces published also shows the brand-approval stage filtered some content out before it went live.
