Taco BellBackgroundTaco Bell, a subsidiary of Yum! Brands,is the nation’s leading Mexican-stylequick service restaurant chain. Its nearly6,000 restaurants serve consumersmore than two billion tacos and onebillion burritos annually.ObjectivesIn December 2012, Taco Bell added a new item to the “specialties” section of itsmenu - the Loaded Griller. Designed as a snack or appetizer for one, the LoadedGriller is perfectly portioned, competitively priced, and positioned in marketingefforts as “too good to share.” To expand on this tag line in a fun, dynamic, andengaging way, Taco Bell enlisted the help of BuzzFeed. The primary objectives forthe campaign were to increase awareness for the new product, enhance brandperception, and build excitement.
*Seed is definedas engagementgenerated frompaid impressions onBuzzFeed.**Social is definedas engagementresulting from socialsharing (Facebook,Twitter, etc.).24.2%7.7%4.3%4.1%control via seed* control via social**exposed via seed exposed via socialTaco BellApproachBuzzFeed’s creative teamworked with Taco Bell to create 8sponsored posts integrating thetheme of not sharing.Taking it a step further, the teamcreated a custom bar that hoveredover each post’s social sharing icons,reminding readers that not everythingneeds to be shared.467.7%Brand Lift85.3%Brand LiftUsers who responded...I can’t wait totry Loader Grillersfrom Taco Bell.”“ResultsTaco Bell and BuzzFeed conducted a study with Vizu, a Nielsen company,to evaluate the impact of this content strategy on users’ perceptions. Thestudy measured brand afﬁnity and purchase intent, and aggregated resultsbased on whether a viewer had no exposure to the content, viewed thecontent as a result of paid media, or received the content through socialsharing (i.e. a friend’s Tweet or Facebook post).On every point measured in the study, consumers who were exposed toTaco Bell’s BuzzFeed sponsored content exhibited increased awareness of,excitement about, and intention to try Taco Bell Loaded Grillers. These resultswere ampliﬁed when content was received through social sharing activity.
54.9%18.5%overall controloverall exposedTaco BellStart breaking through the clutterwith measurable, branded content:firstname.lastname@example.org/advertiseKey TakeawaysTaco Bell and BuzzFeed exceeded their campaign objectives - increasing awareness,brand perception, excitement, and driving measurable results indicating purchaseintent. The exceptional brand lift from social sharing also shows that Taco Bell’scontent found its target audience, as great sponsored content should.Overall, those who discovered Taco Bell’s sponsoredBuzzFeed content through social channels were 195.9%more likely to indicate they would consider trying, can’twait to try, or had already tried the product.Total Positive Responses195.9%Brand Lift