Ease of access to mobile technologies allows massive amounts of content to be produced and consumed on a daily basis, providing users with an instant kind of gratification like never before. This study argues that instant gratification has caused people to become more impatient. One possible takeaway for marketers? If you want to get into the user’s mind, you need to do that as quickly as possible.
Snapchat provides an excellent platform for youth-targeting marketers to experiment with short-form ad campaigns via Snaps and Stories, and the platform is a popular choice for fast food brands. Take a look at these case studies to find out how these brands were able to meet their objectives like increased awareness, traffic and purchase intent with Snapchat.
Fast Food Brands that Met Marketing Objectives using Snapchat
1) Taco Bell
Run Time:
2020
Target Region and Audience:
Canada
Performance:
The 4-month long Snapchat ad campaign led to brilliant results in the end. Taco Bell got over 30k incremental store visits accompanied by +6% visitation lift.
Goal:
Taco Bell launched its Limited Time Offer (LTO) for their Double Layered Tacos and Grande Stacker products. Through these back to back LTO programs, they wanted to boost awareness among the users and measure the impact on in-store traffic.
Approach and Buyer’s Journey:
The approach undertaken by Taco Bell included the use of both Snap Ads and Story Ads for both the LTOs. Both the ads were created using best practices that included branding and other aspects like Stills, videos and Cinemagraphs.
These highly interactive and curated ads reached Snapchat users in various parts of the app. Thus, making them aware of the limited time offer on two yummy items in the Taco Bell menu. This ad campaign undertaken by Taco Bell continued for four months and focussed on bringing in-store traffic across brand stores in Canada. They used Brand Lift and Placed for this.
The ad campaign also helped in managing budget distribution, cost efficiencies, and memorability. Thus, making Snapchat a platform of success for Taco Bell.
Results:
The use of Snap and Story ads led to the following results:
The LTO ad campaign of Double Layered Tacos saw a 7 point lift in ad awareness whereas the Grande Stacker LTO saw a lift 10 points in ad awareness.
30k+ incremental visits to Taco Bell stores in Canada.
Average CPM of <$1.
Average Story open rate of 2.29%.
Reached up to 2.6 million Snapchat users.
Products Used:
Snap Ads, Placed, Story Ads
2) Dominos
Run Time:
2020
Target Region and Audience:
Norway
Performance:
The state of the art ad campaign launched by the Pizza giant led to marvellous results like an 8 point boost in brand awareness and 6pp boost in action intent.
Goal:
Dominos and its strategic partners decided to collaborate with Snapchat for the launch of their “New Bigger Better” pizza. The key goal was to raise awareness and boost the purchase intent of the users.
Approach and Buyer’s Journey:
The pizza brand just used regular video commercials and Snap ads to make people aware of their new product. The video commercial of their so-called New Bigger Better pizza featured a person carrying pizzas that are very heavy. His car running on two wheels added a bit of humour while delivering the message by the brand.
This was solely done to nudge the foodie customers into buying the pizza. Along with this, the brand also allowed users to make use of dominos filter for their snaps. This feature also helped in spreading awareness to other users in their circle.
The videos and Snap ads turned out to be appealing for the brand, thus reaching out to hundreds of thousands of Snapchat users.
Results:
The ad campaign backed by a simple approach led to awesome results for the brand like increase in brand awareness by 8pp.
The campaign saw a boost of 19pp in ad awareness.
15pp boost in message awareness.
Increase of 6pp in action intent.
Products Used:
Video ads, Snap Ads
3) McDonald’s
Run Time:
24 hours
Target Region and Audience:
Saudi Arabia
Performance:
The motive of McDonald’s was excellently accomplished in the end. The 24-hour ad campaign attracted a whopping 42972 applications. This number was 4X times than what they projected.
Goal:
The fast-food brand reached out to Snapchat for recruitment purposes. Yes, you heard that right. McDonald’s used Snapchat’s AR lens to get applications for its 850+ positions related to various roles.
Approach and Buyer’s Journey:
The fast-food brand designed its ad campaign in the perfect way possible. They harnessed the power of AR Lens to let users try on a McDonald’s themed cap when they raised their eyebrows. Moreover, when the users tapped on the ”Apply Now” button, they were taken to a page where they could apply for the job.
Other than this, McDonald’s also roped in five influencers to use the lens and post the video. This was done to boost visibility and engagement. Snap ads were also curated to make sure that the campaign reached out to maximum users.
McDonald’s partnered with its agency Ethos Interactive for this and allocated a paid media budget to get 10,000 applications. The campaign was targeted to Saudi nationals and was for various roles like HR Specialists, delivery drivers, accountants, and many more.
Results:
The ingenious approach undertaken by the food brand got them way more than they expected. As compared to their projected target of 10,000 applications, Snapchat AR Lens captivated around 42972 applications. This was almost four times their target.
Products Used:
Snap Ads, AR Lens
Inspired to Launch Your Own Snapchat Ad Campaign?
Well, you definitely would be. The above-described examples are enough to motivate someone to build their ad campaign. But don’t do that in a hurry. It is really necessary to check some crucial factors before you jump into the campaign building process.
For building an impressive yet productive ad campaign, you must know about:
The accurate audience
The region of targeting the audience
Tools used for running the campaign
And other minor aspects. Make sure you just seek inspiration from the mentioned case studies as they are not the exact answer to all the ad campaigns. The aspects of each industry sector are different, hence will require a different approach.