{"id":8087,"date":"2019-10-02T19:48:43","date_gmt":"2019-10-02T19:48:43","guid":{"rendered":"http:\/\/thedigitalsquad.com\/?p=8087"},"modified":"2019-10-02T19:49:08","modified_gmt":"2019-10-02T19:49:08","slug":"panera-bread-facebook-advertising-case-study","status":"publish","type":"post","link":"https:\/\/thedigitalsquad.com\/panera-bread-facebook-advertising-case-study\/","title":{"rendered":"Panera Bread Facebook Advertising Case Study"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6493 alignnone\" src=\"http:\/\/thedigitalsquad.com\/wp-content\/uploads\/Panera-Bread-Case-Study.png\" alt=\"\" width=\"1005\" height=\"368\" srcset=\"https:\/\/thedigitalsquad.com\/wp-content\/uploads\/Panera-Bread-Case-Study.png 1005w, https:\/\/thedigitalsquad.com\/wp-content\/uploads\/Panera-Bread-Case-Study-300x110.png 300w, https:\/\/thedigitalsquad.com\/wp-content\/uploads\/Panera-Bread-Case-Study-768x281.png 768w\" sizes=\"(max-width: 1005px) 100vw, 1005px\" \/><\/p>\n<div class=\"_4-u2 _59ed _59ee _1wmx _4-u8\">\n<div class=\"_4-u3 _5bd4 _5bd5 _5je5\">\n<div class=\"_5je5 _5bgk\">\n<div class=\" _5m80\">\n<div class=\"_6a _6e _5je5\">\n<h2 class=\"mbm pbs _5je5 _52ik _52ig _3m9\">Success Story<\/h2>\n<h3 class=\"mbl _5je5 _52io _52id _3m9\">Promoting clean eating<\/h3>\n<div class=\"mbm _5je5 _52ii _52if _3m9\">The bakery-cafe chain used link and video ads to promote its Kids Meal Promise and Panera Kids menu, resulting in a 15-point lift in ad recall.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"_4-u3 _5bd5 _5bgk _5je5\">\n<ul class=\"uiList _5m8c _5m8g _52re _509- _4ki\">\n<li class=\"_5bd4 _5je5\"><span class=\"mbs _5bd0 _5je5 _52ir _52ie _3m9\" role=\"presentation\">15-point<\/span><span class=\"_5je5 _52ii _52if _3m9\" role=\"presentation\">lift in ad recall<\/span><\/li>\n<li class=\"_5bd4 _5je5\"><span class=\"mbs _5bd0 _5je5 _52ir _52ie _3m9\" role=\"presentation\">12-point<\/span><span class=\"_5je5 _52ii _52if _3m9\" role=\"presentation\">lift in message association<\/span><\/li>\n<li class=\"_5bd4 _5je5\"><span class=\"mbs _5bd0 _5je5 _52ir _52ie _3m9\" role=\"presentation\">7-point<\/span><span class=\"_5je5 _52ii _52if _3m9\" role=\"presentation\">increase in intent to visit Panera Bread<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"_4-u2 _59ed _59ee _1wmx _5je5 _4-u8\">\n<div class=\"_4-u3 _5bd4 _5bd5 _5je5\">\n<div class=\"_5je5 _5bgk\">\n<div class=\" _5m80\">\n<div class=\"_6a _6e _5je5\">\n<h2 class=\"mbm pbs _5je5 _52ik _52ig _3m9\">Their Story<\/h2>\n<h3 class=\"mbl _5je5 _52in _52id _3m9\">Real food for the neighborhood<\/h3>\n<div class=\"mbm _5je5 _52ii _52if _3m9\"><a id=\"u_0_f\" class=\"_5ov2 _5je5\" href=\"https:\/\/www.facebook.com\/panerabread\">Panera Bread<\/a>\u00a0is a chain of bakery-cafes in the US and Canada. The company, which was founded in 1981, committed to \u201cclean\u201d food by removing artificial flavors, preservatives, sweeteners or colors from artificial sources from its US food menu by the end of 2016.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"_4-u3 _5bd4 _5bd5 _5je5\">\n<div class=\"_5je5 _5bgk\">\n<div class=\" _5m80\">\n<div class=\"_6a _6e _5je5\">\n<h2 class=\"mbm pbs _5je5 _52ik _52ig _3m9\">Their Goal<\/h2>\n<h3 class=\"mbl _5je5 _52in _52id _3m9\">Baking in brand awareness<\/h3>\n<div class=\"mbm _5je5 _52ii _52if _3m9\">The bakery-cafe chain wanted to increase brand awareness, particularly of its newly \u201cclean\u201d Panera Kids menu. For this particular campaign, the company wanted a creative and engaging way to share its Kids Meal Promise on social channels.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"_4-u2 _59ed _59ee _51-m _1wmx _5je5 _4-u8\">\n<div class=\"_4-u3 _5bd4 _5bd5 _5bdg _5lle\">\n<blockquote class=\"_5bdh _5je5\">\n<div class=\"mbl _66e _52im _3m9\">Facebook is obviously an effective platform for reaching people with our message about Panera Bread\u2019s clean Kids Menu. But what\u2019s especially exciting about it is our ability to share engaging content that resonates with people. This not only resulted in a double-digit increase in ad recall with the consumers we targeted, but also helped change their perceptions about our brand.<\/div>\n<\/blockquote>\n<div class=\"_5je5 _52ii _52if _3m9\">Chris Hollander, SVP Marketing, Panera Bread<\/div>\n<\/div>\n<\/div>\n<div class=\"_4-u2 _59ed _59ee _1wmx _5je5 _4-u8\">\n<div class=\"_4-u3 _5bd4 _5bd5 _5je5\">\n<h2 class=\"mbm pbs _5je5 _52ik _52ig _3m9\">Their Solution<\/h2>\n<div class=\"_5je5 _5bgk\">\n<div class=\" _5m81 _5m8g\">\n<div class=\"_6a _6e _5je5\">\n<h3 class=\"mbl _5je5 _52in _52id _3m9\">A clean and focused campaign<\/h3>\n<div class=\"mbm _5je5 _52ii _52if _3m9\">Panera Bread used both Facebook and Instagram to reach and inform parents about its \u201cclean\u201d Panera Kids Menu and Kids Meal Promise. The month-long campaign centered on the idea that kids should know what is in their food.<\/div>\n<div class=\"mbm _5je5 _52ii _52if _3m9\">The company joined forces with media agency Maxus and creative agency Anomaly to develop\u00a0<a id=\"u_0_g\" class=\"_5ov2 _5je5\" href=\"https:\/\/www.facebook.com\/business\/ads-guide\/clicks-to-website\/links\">link ads<\/a>\u00a0and\u00a0<a id=\"u_0_h\" class=\"_5ov2 _5je5\" href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-create-ad-video-views\">video ads<\/a>. The video ads juxtaposed children describing a healthy food choice, such as an apple, with kids trying to explain the different preservatives typically found in fast food, such as sodium benzoate.<\/div>\n<p><a id=\"u_0_j\" class=\"_5je4 _5ov2 inlineBlock\" role=\"button\" href=\"https:\/\/www.facebook.com\/business\/success\/panera-bread-2#u_0_i\" aria-controls=\"u_0_i\" aria-expanded=\"false\"><span class=\"_52ii _3m9\">Read More<\/span><\/a><\/p>\n<\/div>\n<div>\n<div class=\"_4-u2 _59ed _59ee _1wmx _5je5 _4-u8\">\n<div class=\"_4-u3 _5bd4 _5bd5 _5je5\">\n<div class=\"_5je5 _5bgk\">\n<div class=\" _5m81 _5m8g\">\n<div class=\"_6a _6e\">\n<h3 class=\"mbs ptm _52il _52id _3m9\">Products used<\/h3>\n<ul class=\"uiList _5je2 _3m9 _4kg _6-h _6-j _6-i\">\n<li><a class=\"_5ov3\" href=\"https:\/\/www.facebook.com\/business\/products\/ads\/\"><span class=\"_52ii _3m9\">Ads<\/span><\/a><\/li>\n<li><a class=\"_5ov3\" href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-create-ad-video-views\/\"><span class=\"_52ii _3m9\">Video<\/span><\/a><\/li>\n<li><a class=\"_5ov3\" href=\"https:\/\/www.facebook.com\/business\/products\/ads\/how-ads-show\/\"><span class=\"_52ii _3m9\">Desktop News Feed<\/span><\/a><\/li>\n<li><a class=\"_5ov3\" href=\"https:\/\/www.facebook.com\/business\/products\/ads\/how-ads-show\/\"><span class=\"_52ii _3m9\">Mobile News Feed<\/span><\/a><\/li>\n<li><a class=\"_5ov3\" href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-ads-choose-audience\/\"><span class=\"_52ii _3m9\">Core Targeting<\/span><\/a><\/li>\n<\/ul>\n<\/div>\n<div class=\"_6a _6e\">\n<h3 class=\"mbs ptm _52il _52id _3m9\">Goals<\/h3>\n<ul class=\"uiList _5je2 _3m9 _4kg _6-h _6-j _6-i\">\n<li><a class=\"_5ov3\" href=\"https:\/\/www.facebook.com\/business\/goals\/build-awareness\/\"><span class=\"_52ii _3m9\">Raise Brand Awareness<\/span><\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"_4-u2 _59ed _59ee _1wmx _5je5 _4-u8\">\n<div class=\"_4-u3 _5bd4 _5bd5 _5je5\">\n<h2 class=\"mbm pbs _5je5 _52ik _52ig _3m9\">Their Success<\/h2>\n<div class=\"_5je5 _5bgk\">\n<div class=\" _5m81 _5m8g\">\n<div class=\"_6a _6e _5je5\">\n<h3 class=\"mbl _5je5 _52in _52id _3m9\">A taste of success<\/h3>\n<div class=\"mbm _5je5 _52ii _52if _3m9\">Panera Bread\u2019s campaign successfully reached millions of parents across the United States, and raised awareness for Panera\u2019s \u201cclean\u201d Kids menu and Kids Meal Promise:<\/div>\n<ul class=\"mbm _5je5 _52ii _3m9 _5bf7\">\n<li class=\"_5je5\">\n<div class=\"mbm _52if _3m9\">15-point lift in ad recall<\/div>\n<\/li>\n<li class=\"_5je5\">\n<div class=\"mbm _52if _3m9\">12-point lift in message association<\/div>\n<\/li>\n<li class=\"_5je5\">\n<div class=\"mbm _52if _3m9\">7-point increase in intent to visit Panera Bread more than usual in the next month, among 35- to 44-year-olds<\/div>\n<\/li>\n<li class=\"_5je5\">\n<div class=\"mbm _52if _3m9\">7.5 million people reached<\/div>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Success Story Promoting clean eating The bakery-cafe chain used link and video ads to promote its Kids Meal Promise and Panera Kids menu, resulting in a 15-point lift in ad recall. 15-pointlift in ad recall 12-pointlift in message association 7-pointincrease in intent to visit Panera Bread Their Story Real food for the neighborhood Panera Bread\u00a0is [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":6588,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/posts\/8087"}],"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=8087"}],"version-history":[{"count":0,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/posts\/8087\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/media\/6588"}],"wp:attachment":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/media?parent=8087"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/categories?post=8087"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/tags?post=8087"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}