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\nWith Facebook, we were able to reach our target audience at scale with highly engaging creative. Canvas allowed us to really immerse consumers into our brand and allow them to interact with the Declaration of Delicious story. The combination of precise targeting and engaging creative drove an exceptional 44% lift in purchase intent for our Double Jack burger.<\/div>\n<\/blockquote>\nRichard Cran, VP, Marketing Communications, Jack in the Box<\/div>\n<\/div>\n<\/div>\n\n\nTheir Solution<\/h2>\n
\n\n\nA driving declaration<\/h3>\n
Jack in the Box partnered with its media agency, Horizon, its creative agency, David & Goliath, and Facebook Marketing Partner Adaptly<\/a> to create a Facebook video ad and Canvas campaign to tell its new Declaration of Delicious story.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n
\n\n\n\n\nPlaying with the campaign\u2019s name, both ad formats featured spokesman Jack Box as a 18th-century revolutionary. The Canvas<\/a> emphasized this theme of exploration, and offered 2 calls to action: to upload a photo of yourself beside the face of the brand, or to find a Jack in the Box location near you.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n
\n\n\n\n\nThe 60-second video ad<\/a> showed revolutionary Jack Box offering the new Double Jack burger to a passing jogger, who accepts enthusiastically. A \u201cThis Way to Good Taste\u201d call to action directed people to follow their taste buds to the brand\u2019s website, where they can redeem a coupon to be one of one million people to receive a free burger.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n
\n\n\n\n\nTo reach its best audience, the restaurant targeted<\/a> the ads to millennials on Facebook and also created 2 Custom Audiences<\/a>: one based on customers who had visited the restaurant\u2019s web page or engaged with previous video ads, and another based on a group of quick-service restaurant purchasers generated by Datalogix.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n
\n\n\n\n\nThe combination of precise targeting and engaging creative fed the success of the Declaration of Delicious campaign, which produced a higher-than-estimated average view rate of 23 seconds on Canvas.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n
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