Over six weeks, a digital marketing agency helped a frozen pizza company grow its Facebook page from 68 likes to over 27,000 likes. The agency developed a campaign around a $2 coupon for the company's products. Facebook ads targeted to interests like veganism drove people to access the coupon on the Facebook page. Over 10,000 unique users printed the coupon, and engagement on the page remained high after the campaign ended, showing the new fans were interested in the brand.

1. // A merican Flatbread
“Honestly Delicious” Case Study
Summary.
Over a six week campaign, wedü helped a growing frozen pizza company from New Hampshire
create a Facebook presence and win over 27,000 Facebook likes and distribute over 10,000
coupons to drive their retail activity. See how our digital marketing team was able to accomplish this
and how our strategic approach ensured the client that their new audience was engaged with their
brand and their products.
The Challenge.
In March, 2012, American Flatbread Products (AFB),
a consumer packaged goods company, wanted to
establish their Facebook presence and raise broader
brand awareness of their all-natural pizza products.
The American Flatbread Facebook page had been
established months earlier, but had only been updated
sporadically and had a base of 68 likes. With its parent company focusing the majority of its social media
efforts on the sister product, Rustic Crust, AFB’s Facebook presence had not been a priority until now.
Additionally, AFB wanted to increase retail awareness of their product. Being an all-natural frozen food
product, they faced product placement inconsistencies between the grocery stores that carry their products.
Some grocers placed their pizzas in the frozen pizza aisle while others included them in the natural foods
section of their store.
Finally, AFB was about to launch a 6-week radio advertising campaign titled “Honestly Delicious” that was
aimed at driving retail sales. The company wanted a digital campaign to coincide with the radio blitz.
American Flatbread “Honestly Delicious” Case Study
wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com

2. The Strategy.
AFB asked wedü’s digital team to develop a campaign
that would build their Facebook base and educate their
customers and drive retail sales/awareness.
wedü developed an “Honestly Delicious”
digital campaign plan that centered on offering a
$2 coupon for any AFB product. The theory behind
offering $2 off was that it would be considered a high
enough value to attract consumer attention even on a
premium price point product. The coupon was located within a Facebook
app and required a user to like the AFB Facebook page before accessing the coupon.
The coupon app was designed and built by wedü’s digital team and included tracking metrics for the amount
of times the coupon was accessed to go along with the normal Facebook insights that are available to
Facebook page administrators.
To coincide with the launch of
the coupon app, the wedü social
media team took over management
of the AFB Facebook page and
worked with the brand on developing
an editorial calendar that contained
posts that included valuable and highly
visual content that would engage the
anticipated new page likers, while
working in strategic posts like questions
and polls that would tell us a bit more
about the interests of this audience.
American Flatbread “Honestly Delicious” Case Study
wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com

3. To promote the Facebook coupon and drive people to the AFB page, wedü’s digital advertising team crafted
a campaign that mixed display advertising and both Facebook general ads and sponsored stories.
All of the ads placed had the Facebook
coupon app as their landing page.
The display advertising was targeted
to keywords and individual websites
that fit with the target AFB audience—
all‑natural pizza lovers.
Our digital team took a very strategic
and targeted approach for the Honestly
Delicious Facebook advertising
campaign. Using advanced interest
targeting, our team not only targeted
the basic demographics of AFB’s
products, but we also drilled down
and identified other topics and pages
that AFB’s target demos may also like
and targeted those as well.
An example of this campaign’s level of demographical
targeting would be the ads targeted to the vegan
community. AFB has a great vegan product called
Vegan Harvest. Given the lack of quality vegan
frozen pizzas on the market, we knew AFB very
popular with this community.
AFB’s vegan ads were not only aimed at anyone that is
generally interested in veganism, but our digital team
also went a layer deeper and researched and targeted
publications vegans read, what organizations they
belong to, other products they are interested in, etc.
American Flatbread “Honestly Delicious” Case Study
wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com

4. The following is a partial example:
Sample of Facebook Ad Targeting for One of the Vegan Ads
✓ #American Vegan Society ✓ Vegnews magazine
✓ #Go Vegan ✓ #Vegetarian Times
✓ #Natural foods ✓ Natural health magazine
✓ #People for the Ethical Treatment of Animals ✓ Supervegan
✓ #Vegan Society ✓ Happy herbivore
✓ #Veganism ✓ #herbivore
✓ #Vegetarianism ✓ Urban herbivore
✓ #World Vegan Day ✓ Living vegan
✓ #natural foods ✓ Happy little vegans
✓ Vegan ✓ Vegans for peace
✓ Veganism ✓ Vegan society
✓ Vegetarianism ✓ Living vegan
In Facebook like-required coupon or sweepstakes campaigns, it is very common to see a substantial drop-
off in likes over a 1-4 month period after the campaign ends. Essentially, a certain segment of the page likes
came for one thing, discounts, and have no interest in continuing to follow the page. These people are called
“Sweepers” in the digital marketing world.
Because of the vast interest targeting that Facebook allows, the AFB Facebook advertising campaign strategy
was designed to avoid Sweepers as much as possible and set out to build a solid base for AFB beyond the
expiration of the discount.
In the end, each placed Facebook ad had roughly 20 – 30 interest qualifiers to ensure that each
ad was highly targeted and, almost as important as achieving the like goal, new likes were interested in
the product more than the discount.
Knowing that social recommendations are often the most effective way to build a loyal brand base, our digital
team also included Facebook sponsored stories into the advertising mix. These ads did not promote the
coupon, in particular, but the overall AFB page. As hypothesized, our team found these ads to be some of
the most effective ads with the highest conversion rates of the entire campaign.
American Flatbread “Honestly Delicious” Case Study
wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com

5. The Results.
The overall goal of the digital portion of the campaign was to build a base of 25,000 or more likes that are
interested in AFB’s pizzas and the company’s all-natural, premium branding. Upon conclusion of the
six‑week campaign, AFB had increased their page likes by over 27,000. We know from the
coupon app’s analytics that over 10,000 unique users printed the $2 coupon during the campaign.
The audience base for this startup company from Pittsfield, New Hampshire is now a national one and
interest in their pizza is reaching parts of the country that they haven’t been able to target in the past. Our
wedü social media community managers are regularly engaging Facebook fans from all over the U.S. that
are wondering where they can buy an AFB pizza in their city or town.
Interest is in AFB is high and the brand has truly taken off on Facebook. wedü continues to manage social
media communities for both American Flatbread and Rustic Crust and there is already talk of similar
campaigns in the future.
American Flatbread “Honestly Delicious” Case Study
wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com