Taco Bell’s Loaded Griller
With the rise of social media, many people feel the need to share every aspect of their lives. Taco Bell, with the help of BuzzFeed, took advantage of this new trend.
The Loaded Griller is a perfectly portioned and competitively priced snack for one. It was released in December of 2012 as an addition to Taco Bell’s specialty menu. The nation’s leading Mexican Style quick service restaurant chain marketed the new dish with the slogan, “too good to share.”
Taco Bell expanded their tag line by enlisting the help of online media platform, BuzzFeed. Ad clients of BuzzFeed are typically well-known consumer brands who are looking to target mainstream audiences. BuzzFeed also allows advertisers to help promote their brand with shareable custom content.
The objectives of Taco Bell’s Loaded Griller campaign were to increase awareness for the new product, increase brand perception and create enthusiasm. Buzzfeed helped them meet these objectives with 8 sponsored posts. Maintaining the theme of “too good to share”, the posts all reflected topics that didn’t need to be shared.
Here’s an example of one of the sponsored posts:
Buzzfeed also created a custom bar that hangs under the social sharing icons. This continues to remind readers that not everything is for sharing.
Did it Work?
A study by Vizu, a Nielson company, measured the impact of the campaign. The study evaluated whether a viewer has no exposure to the content, viewed the content as a result of paid media, or recieved the content through social sharing. By evaluating the outcome of the Buzzfeed campaign’s content strategy on users’ perception, they were able to understand brand affinity and purchase intent.
All consumers who were exposed to Buzzfeed’s sponsored content had became more aware of Taco Bell’s Loaded Grillers. Thus, their intention to try the product increased also. According to the study, consumers who learned about Taco Bell’s sponsored content via social media were 195.9 per cent more likely to indicate they would consider trying, can’t wait to try, or had already tried the product.
When the campaign was all said and done, Taco Bell and BuzzFeed surpassed their expectations. They increased awareness of and excitement for the product, controlled brand perception and drove measurable results. Most importantly, the campaign increased purchase intent.
Using BuzzFeed, Taco Bell reached their target audience through social sharing. A part from producing exceptional brand lift, reaching their target is the ultimate expected outcome for a sponsored content sharing campaign.
Many companies have partnered with BuzzFeed including Virgin Mobile, Travel Nevada and Mini. With its growing popularity, user generated sites have become a fantastic platform for companies to utilize the power of social sharing. Ironically, Taco Bell’s “somethings are not shareable” campaign would have never succeeded without social sharing.
So, what do you think about Taco Bell’s partnership with BuzzFeed? Let us know in the comments below!
This entry was posted in Campaigns, Communication Tactics, Social Media and tagged Brand, BuzzFeed, Marketing and Advertising, public relations, Social Media, Social Sharing, Taco Bell, Taco Bell’s Loaded Griller.