Now, the team at Popeyes knows their audience behavior, and they’ve learned that posting on social media, where their audience is active, is the way to drive sales. Take the creation of their clothing line, for instance.

Announced on Twitter as a thinly veiled response to Beyonce’s athleisure brand Ivy Park, That Look From Popeyes was a real launch, and every item sold out. Social media is at the forefront of their campaigns, mixing pop culture into their brand to be more relatable to audiences.

The chicken sandwich wars showed that knowing your audience and connecting to them can yield great results. Though every tweet might not go viral, you’ll build a loyal customer base that feels understood by your brand with consistency and relatability.