{"id":8069,"date":"2019-10-02T19:12:56","date_gmt":"2019-10-02T19:12:56","guid":{"rendered":"http:\/\/thedigitalsquad.com\/?p=8069"},"modified":"2019-10-02T19:19:13","modified_gmt":"2019-10-02T19:19:13","slug":"a-w-facebook-advertising-case-study","status":"publish","type":"post","link":"https:\/\/thedigitalsquad.com\/a-w-facebook-advertising-case-study\/","title":{"rendered":"A &#038; W Facebook Advertising Case Study"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6527\" src=\"http:\/\/thedigitalsquad.com\/wp-content\/uploads\/AW-Rootbeer-Case-Study.png\" alt=\"\" width=\"1344\" height=\"488\" srcset=\"https:\/\/thedigitalsquad.com\/wp-content\/uploads\/AW-Rootbeer-Case-Study.png 1344w, https:\/\/thedigitalsquad.com\/wp-content\/uploads\/AW-Rootbeer-Case-Study-300x109.png 300w, https:\/\/thedigitalsquad.com\/wp-content\/uploads\/AW-Rootbeer-Case-Study-768x279.png 768w, https:\/\/thedigitalsquad.com\/wp-content\/uploads\/AW-Rootbeer-Case-Study-1024x372.png 1024w\" sizes=\"(max-width: 1344px) 100vw, 1344px\" \/><\/p>\n<section class=\"_yac\">\n<div class=\"_5r7f _4ulx\">\n<div class=\"_2__g\">\n<div class=\"__sw __s- __t3 __ta\">\n<div class=\"_49wt _4fgg\">\n<h5 class=\"_3tmu _1d1x _2t6c _5knk _34g8\">SUCCESS STORY<\/h5>\n<div class=\"_38io _30jd\">\n<p class=\"_5yvq\">The fast-food restaurant chain partnered with Facebook Creative Shop and VICE to raise awareness of its ingredient guarantees through a Canvas placement and a series of video ads, resulting in a 6-point lift in message association.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"_yac _1z90 _3gjq\">\n<div class=\"_5r7f _3que _2__g\">\n<div class=\"__sw __t2 __t6 __ta\">\n<div id=\"u_0_5h\" class=\"_38io _30jd _1_nh _4wl0 _4wl5\">\n<ul>\n<li class=\"_5yvq\"><span class=\"_34g8 _32ue _ez1 _1m1h _2t6c _5kal\">22-point<\/span>lift in ad recall<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"__sw __t2 __t6 __ta\">\n<div id=\"u_0_5i\" class=\"_38io _30jd _1_nh _4wl0 _4wl5\">\n<ul>\n<li class=\"_5yvq\"><span class=\"_34g8 _32ue _ez1 _1m1h _2t6c _5kal\">6-point<\/span>lift in message association<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"_yac\">\n<div class=\"_5r7f _4uul\">\n<div class=\"_2__g\">\n<div class=\"_4mdd _1slv\">\n<div class=\"__sw __t1 __t5 __ta\">\n<div class=\"_2__g _fkg\">\n<div class=\"__sw _4xq8 __s- __t3 __ta\">\n<div class=\"_49wt\">\n<h5 id=\"u_0_5j\" class=\"_3tmu _1d1x _2t6c _5knk _34g8 _4wl0 _4wl5\">THEIR STORY<\/h5>\n<h2 id=\"u_0_5k\" class=\"_3tmr _1m1h _2t6c _5kal _34g8 _4wl0 _4wl5\">The classic burger place<\/h2>\n<div class=\"_38io _30jd\">\n<p class=\"_5yvq\">The first A&amp;W drive-in restaurant opened in Winnipeg in 1956. Serving a combination of delicious burgers, onion rings and its famous root beer, A&amp;W proved to be an instant hit and has since quickly multiplied across the nation.<\/p>\n<section class=\"_yac\">\n<div class=\"_5r7f _4ulx _1z90 _3gjq _53ow\">\n<div class=\"_2__g\">\n<div class=\"__sw __s- __t3 __ta\">\n<div class=\"_49wt _4fgg\">\n<h5 id=\"u_0_5l\" class=\"_3tmu _1d1x _2t6c _5knk _34g8 _4wl0 _4wl5\">THEIR GOAL<\/h5>\n<h2 id=\"u_0_5m\" class=\"_3tmr _1m1h _2t6c _5kal _34g8 _4wl0 _4wl5\">Appealing to millennials<\/h2>\n<div class=\"_38io _30jd\">\n<p class=\"_5yvq\">A&amp;W Canada wanted to increase awareness and message association with high-quality ingredients among millennials with a series of compelling videos made specifically for Facebook.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"_yac\">\n<div class=\"_5r7f _1n13 _4ulx\">\n<div class=\"_2__g\">\n<div class=\"__sw __s- __t3 __ta\">\n<div class=\"_49wt _4fgg\">\n<h5 id=\"u_0_5n\" class=\"_3tmu _1d1x _2t6c _5knk _34g8 _4wl0 _4wl5\">THEIR SOLUTION<\/h5>\n<h2 id=\"u_0_5o\" class=\"_3tmr _1m1h _2t6c _5kal _34g8 _4wl0 _4wl5\">A series of stories<\/h2>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"_5r7f _4uul\">\n<div class=\"_2__g\">\n<div class=\"_4mdd _1slv\">\n<div class=\"__sw __t1 __t5 __ta\">\n<div class=\"_2__g _fkg\">\n<div class=\"__sw _4xq8 __s- __t3 __ta\">\n<div class=\"_49wt\">\n<div class=\"_38io _30jd\">\n<p class=\"_4971\">To build awareness of its ingredient guarantees, A&amp;W Canada partnered with Facebook Creative Shop and news outlet VICE through the Facebook Anthology program. The Anthology program is comprised of a group of leading video publishers, known for their unique storytelling expertise. Together with Facebook Creative Shop, Anthology partners produce custom campaigns to help brands meet their business goals. A&amp;W Canada chose to partner with VICE because of its expertise in appealing to millennials.<\/p>\n<p class=\"_4971\">Armed with the insight that millennials want to know more about the food they eat and where it comes from, A&amp;W focused on the story of its ingredients. Together, the team ran a series of sequenced video ads and Canvas placements that complemented A&amp;W Canada\u2019s \u201cThe Future of Flavour\u201d campaign, and visually communicated the brand\u2019s ingredient guarantees.<\/p>\n<p class=\"_4971\">The video ads took viewers through 4 sequenced phases, from A&amp;W Canada\u2019s ingredient stories about beef, chicken and bacon to limited-time sales offers. The co-created videos included conversations with up-and-coming Toronto chef Helena Yuu, Canadian beef ranchers and chicken farmers and a food scientist who uncovers why we love bacon.<\/p>\n<p class=\"_4971\">A&amp;W Canada targeted its campaign to millennials, using Facebook\u2019s reach and frequency tool to help it manage how many people saw its sequenced campaign, and how often they saw it.<\/p>\n<p class=\"_4971\">Finally, the restaurant chain conducted a long-term Nielsen Brand Effect study to measure the success of its 4-month campaign.<\/p>\n<section class=\"_yac _1z90 _3gjq\">\n<div class=\"_5r7f _4uul\">\n<div class=\"_2__g\">\n<div class=\"_4mdd _1slv\">\n<div class=\"__sw __t1 __t5 __ta\">\n<div class=\"_2__g _fkg\">\n<div class=\"__sw _4xq8 __s- __t3 __ta\">\n<div class=\"_49wt\">\n<h5 id=\"u_0_5p\" class=\"_3tmu _1d1x _2t6c _5knk _34g8 _4wl0 _4wl5\">THEIR SUCCESS<\/h5>\n<h2 id=\"u_0_5q\" class=\"_3tmr _1m1h _2t6c _5kal _34g8 _4wl0 _4wl5\">A tasty ending<\/h2>\n<div class=\"_38io _30jd\">\n<p class=\"_4971\">As the first company in Canada to use Facebook\u2019s Anthology program, A&amp;W Canada not only captured the attention of millennials, but also drove awareness and message association of high-quality ingredients. The campaign achieved:<\/p>\n<ul class=\"_32h2\">\n<li>22-point lift in ad recall<\/li>\n<li>6-point lift in message association of A&amp;W Canada\u2019s high-quality ingredients<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"_yac\">\n<div class=\"_5r7f _5z6g _1z90 _5z6l\">\n<div class=\"_2__g\">\n<div class=\"__sw __s- __t4 __ta _5z6j\">\n<div class=\"_38io _30jd _5z6k\">\n<blockquote>\n<p class=\"_5yvq\">Facebook helped us break through with Millennials. Our guests want to know more about the food they eat and where it comes from, but we can&#8217;t reach all of them with TV advertising. Using made-for-Facebook content, we not only reached Millennials more effectively, but also shared a deeper and more engaging story that delivered results beyond what we&#8217;ve achieved with television alone.<\/p>\n<\/blockquote>\n<\/div>\n<div class=\"_5z6h\">\n<h4 class=\"_3tmt _5j3- _34g8\">Robert Cifarelli<\/h4>\n<div class=\"_38io _30jd _5z6i\">\n<p class=\"_5yvq\">Manager, Online Marketing and Mobile, A&amp;W Canada<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"_yac\">\n<div class=\"_5-ig\">\n<div class=\"_5r7f _4ulx\">\n<div class=\"_2__g\">\n<div class=\"__sw __s- __t3 __ta\">\n<div class=\"_49wt _4fgg\">\n<h2 class=\"_3tmr _1m1h _2t6c _5kal _34g8\">Products Used<\/h2>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"_5r7f _b_9\">\n<div class=\"_2__g\">\n<div class=\"_b_7 _b_8\">\n<div class=\"__sw __t2 __t3 __ta\">\n<div id=\"u_0_5r\" class=\"_4fgg _2__g _4wl0 _4wl5\">\n<div class=\"__sw __sz __t4 _5xtz\">\n<h4 class=\"_3tmt _5j3- _34g8\">Canvas<\/h4>\n<div class=\"_38io _30jd\">\n<p class=\"_5yvq\">Use the full screen to bring your story to life.<\/p>\n<p class=\"_5yvq\"><a id=\"u_0_54\" class=\"_3cr5 _5j3- _53m5 _1s6a\" href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-create-ad-canvas-ads\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;products_used&quot;,&quot;destination_cms_id&quot;:&quot;&quot;}\">Learn more<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"__sw __t2 __t3 __ta\">\n<div id=\"u_0_5s\" class=\"_4fgg _2__g _4wl0 _4wl5\">\n<div><\/div>\n<div class=\"__sw __sz __t4 _5xtz\">\n<h4 class=\"_3tmt _5j3- _34g8\">Video Ads<\/h4>\n<div class=\"_38io _30jd\">\n<p class=\"_5yvq\">Capture attention with engaging video ads.<\/p>\n<p class=\"_5yvq\"><a href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-create-ad-video-ads\">Learn more<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"__sw __sz __t4 _5xtz\">\n<h4 class=\"_3tmt _5j3- _34g8\">Core Targeting<\/h4>\n<div class=\"_38io _30jd\">\n<p class=\"_5yvq\">Select the right target audience for your ads.<\/p>\n<p class=\"_5yvq\"><a id=\"u_0_52\" class=\"_3cr5 _5j3- _53m5 _1s6a\" href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-ads-choose-audience\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;products_used&quot;,&quot;destination_cms_id&quot;:&quot;&quot;}\">Learn more<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>SUCCESS STORY The fast-food restaurant chain partnered with Facebook Creative Shop and VICE to raise awareness of its ingredient guarantees through a Canvas placement and a series of video ads, resulting in a 6-point lift in message association. 22-pointlift in ad recall 6-pointlift in message association THEIR STORY The classic burger place The first A&amp;W [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":6585,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[56],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/posts\/8069"}],"collection":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/comments?post=8069"}],"version-history":[{"count":0,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/posts\/8069\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/media\/6585"}],"wp:attachment":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/media?parent=8069"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/categories?post=8069"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/tags?post=8069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}