Moments after the papal conclave chose Pope Leo as the first American Pope, Popeyes seized the opportunity and reacted in real time, posting simply two words to the brand’s X account: “Pope. Yes.” The organic social post, which cost $0 and had no media boost behind it, sent the internet into a frenzy, earning over 1.8 billion media impressions, $16 million in earned media value, and 535K social engagements. It became one the most engaging post in Popeyes’ history, and outperformed the Vatican’s own post on X by 55%. Pope. Yes.