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The Challenge
Papa John’s, the Louisville, Ky.-based pizza chain, relied on offline word-of-mouth buzz for most of its history. The brand only started advertising on TV 10 years ago, 15 years after it was created. But that word-of-mouth buzz hadn’t translated into online social networks like Facebook. As of November last year, the brand had precious little presence on the site. “It was small, mostly customers and fans,” said Jim Ensign, vp, marketing communications for the chain.
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