How 7-Eleven Grew 600,000 Followers in Two Years
If you had told me three years ago that 7-Eleven would become a hub for car enthusiasts, for reasons other than cheap gas and energy drinks, I would not have believed it. After all, it’s not what you’d typically associate with the convenience store business model.
But if you visit 7-Eleven’s Instagram today, you won’t find just Big Gulps and snacks. Surprisingly, it’s a thriving car account, gaining over 600,000 followers in the past two years. Yes, you read that right — @7Eleven is all about cars, and it’s a strategy that’s paid off big time.
In October 2020, 7-Eleven had around 400,000 Instagram followers. They shared a tagged photo taken by Edd Range, featuring two friends leaning on their JDM (Japanese domestic market) cars parked in front of the convenience chain. This post went viral, garnering over 55,000 likes and becoming one of their most-liked posts at the time.
The hashtag #carsof7eleven was born.
The hashtag was a hit, and a month later, 7-Eleven’s instagram account reposted another user’s car photo, racking up an additional 50,000 likes. Momentum behind the hashtag continued to grow as users consistently shared remarkable content (UGC). Lovers of ’90s and early 2000s model cars added to the allure with retro color schemes and iconic 7-Eleven neon lighting. The 7-Eleven Instagram account started monthly repostings of follower’s cars parked outside the convenience store, which were consistently outperforming their other posts.
By 2021, some posts were reaching nearly 100,000 likes, a significant increase from early 2020 when the account averaged only a few thousand likes per post. In October 2021, their influence on car culture exploded on TikTok, with @7Eleven gaining 45,000 followers overnight. By the end of 2021, they had over 700,000 instagram followers.
This massive increase in followers proved that this wasn’t just a passing trend. A massive subculture embraced the brand, and the brand reciprocated the love. The hashtag now boasts 43,000+ photos as drivers hope to get featured on 7-Eleven’s Instagram page. Capitalizing on this success, 7-Eleven even organized a nationwide car meetup across multiple locations.
Marketing Campaigns
In 2022, car culture became an integral part of 7-Eleven’s brand identity, consistently appearing on their social media platforms. 7-Eleven’s marketing team continues to embrace car culture, collaborating on custom items and designs in popular car game Rocket League, organizing a Fortnite x 7-Eleven virtual car meetup, and even giving away a customized 7-Eleven Mustang. They engaged their followers by allowing them to vote on the Mustang’s design and customizations before hosting a car giveaway. This level of brand-community engagement culminated in the car’s reveal on May 10, 2022.
Results
In just two years, 7-Eleven achieved impressive results that highlight the importance of listening to your audience:
- 600,000 new followers
- 2 billion views on TikTok hashtag #7eleven
- Revenue soaring from 55.95 billion (2020) to 69.15 billion (2021), marking a 26% increase.
7-Eleven has wholeheartedly embraced the car community, and it’s easy to see why. Since becoming an integral part of the car culture, 7-Eleven has amassed an astounding 1,000,000 Instagram followers.
What’s the takeaway for your brand?
The lesson here for any brand is clear, the most valuable insights often originate from your fan base. While marketing decks and strategies have their place, the real-world experiences and creativity of your customers can unearth new avenues for engagement and growth. Listening to your audience, understanding their perspectives, and actively incorporating their feedback can lead to new marketing angles that resonate authentically with your followers.
