Pakistan
Global
14th street is one of Pakistan’s most loved fast-food brands, and also one of the fastest growing food chains in Pakistan. When 14th Street Pizza wanted to take its marketing to the next level, it decided to team up with Origency. The choice made sense. Origency, one of the best creative marketing agencies in Pakistan, is known for creative ideas, smart use of data, and bold campaigns that bring brands closer to their audience.
The team at Origency understood something very important. 14th Street Pizza’s customers are young, social, and love engaging content. They don’t just want ads, they want stories they can relate to. So Origency designed a campaign that combined entertainment, authenticity, and storytelling. And while the content felt casual and fun, everything was linked back to the brand’s bigger goals.
14th Street Pizza was not new to social media success. It was one of the first food brands in Pakistan to take digital marketing seriously. They had already run viral campaigns, interactive contests and even introduced the famous “Panic Button” ordering feature that many fans still remember.
But competition in the food market was growing fast and the trends in 2025 have changed so much. Every other brand was fighting for attention. 14th Street Pizza needed something fresh to stand out again. That’s when Origency stepped in with a clear plan: focus on influencers and build real connections through stories, not just promotions.
You may ask, why influencers? Well, Origency knew that modern audiences trust people more than polished ads. Viewers are tired of scripted commercials. Same old boring scripts with scripted actions, how long will they work? What people really love these days are real moments. No script, only real people sharing real moments.
That’s why the marketing team at Origency worked with a mix of influencers, some of them had large followings and some had smaller, loyal communities. All these influencers with smaller but loyal communities mattered just as much because they had stronger relationships with their followers.
Instead of simply telling people to “order pizza,” these influencers shared moments from their lives. Late-night cravings during study sessions. Weekend hangouts with friends. Family dinners that felt complete only with pizza. The content felt genuine and relatable. And because of that, people connected with it instantly.
Origency didn’t treat influencer marketing as a stand-alone idea. They connected it with everything else the brand was already doing.
14th Street Pizza already had student ambassador programs, seasonal deals, and online ordering. Origency made sure influencer content supported and enhanced these activities instead of competing with them.
The message stayed consistent everywhere. Whether it was an Instagram story, a short video on TikTok, or even a brand email, the tone and story matched. That influencer-created content was even reused in ads, newsletters, and packaging inserts. At the same time, people at Origency didn’t let the social media buzz die. They kept reposting content, replying to comments, and encouraging fans to share their own pizza stories.
The campaign delivered clear results. Engagement increased. Followers grew. Hashtags gained attention. But most importantly, people didn’t just like and scroll. They started ordering. They tagged their friends. They created their own content.
Origency tracked everything closely. They kept a very close eye on the reach, cost per engagement, and conversion lift. Their efficient marketing team made sure they had used the data to optimize posting times, select the right platforms, and fine-tune targeting. Nothing was left to chance. Every choice was supported by data and insight.
One of the strongest parts of the campaign was its emotional impact. By letting influencers stay true to themselves, Origency made sure the content felt natural and human.
This was not about a brand talking to an audience. It was about people sharing their lives, with pizza as a part of it. That difference mattered. 14th Street Pizza started to feel less like a company and more like a familiar presence in people’s daily routines.
At the same time, Origency worked with influencers to highlight the brand’s key strengths: freshness, convenience, and custom options. But they did it subtly. Nothing looked scripted or forced. The posts were engaging because they were honest.
Origency also knew that local context matters. Pakistan’s cities each have their own flavor, and the campaign reflected that.
Influencers from Karachi, Lahore, and Islamabad added their own style, slang, and cultural references to their content. This gave the campaign a local and personal touch. People felt the brand understood their city and their culture.
To make it even more effective, Origency aligned online buzz with in-store promotions. They didn’t focus on one place only, they tracked engagement city by city and kept adjusting their strategies to keep the energy high in each region.
All in all, it won’t be wrong to say that the success of this campaign came from a simple idea: focus on people, not just promotions. In this campaign, influencers were not asked to act like billboards. They were encouraged to be storytellers.
Origency handled everything end-to-end. From picking the right influencers to rolling out the campaigns to measuring results, every step was carefully managed. The approach wasn’t about short-term visibility. It was about long-term connection and loyalty.
And the outcome proved it. 14th Street Pizza didn’t just trend for a week or two. It became part of the conversation again. Customers didn’t just notice the brand; they remembered it and engaged with it.
This story is more than just a case study. It is proof that influencer marketing, when done right, can transform a brand.
A good marketing strategy is not just about endless promotions or one-time campaigns that leave no impact on the audience, whatsoever. A good marketing strategy is going to help you build relationships with your people. You can tell your stories and make the brand feel human with the help of a well-thought strategy. That’s what Origency did for 14th Street Pizza, and that’s why the results were so powerful.
If your brand is looking for the same kind of growth, Origency can help. The agency doesn’t just create campaigns. It creates impact. Whether you aim at growing your audience, increasing your sales, or building long-term relationships with your customers or clients, trust us, we can help you make it happen. Because at the end of the day, a good marketing strategy is like a good meal, it stays with you long after it’s finished.
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