The Manchester based data-driven creative agency IF, has put Greene King’s ‘Pub and Grill’ branded pubs on the map again with a social first campaign led by Facebook’s Instant Experiences tool.
The challenge was to give people a compelling reason to come and try the great tasting, ‘Fresh from the Grill’ food on offer at Pub and Grill.
Using its Data-Driven Creativity approach, IF created specific hyper-local target audiences for each pub. This included sub profiles of people who were more likely to respond to discounts and price related offers.
Having successfully raised awareness locally using video content, the strategy introduced a second campaign element to convert people to book by retargeting those who had viewed the video with offers and a clear booking link.
Facebook Instant Experiences provides an immersive and interactive experience to users on mobile devices and proved the most effective format driving at a click through rate to book of over 2.5%. To maintain campaign momentum and preserve the hyper-local focus, a look-a-like audience was added to the target audiences which continued to work well.
Claire Lancaster, Head of Social Media at IF Agency said, “We adopted a hyper-local approach to, primarily, a paid social campaign to ensure maximum relevancy within the specific neighbourhoods of each of the pubs. Insight from the initial weeks allowed us to roll out a refined approach using video content and instant experiences.”
Claire continued “Our goal was to increase brand awareness and get people engaged with their local pub. IF’s social first campaign delivered great results with limited time and budget – 1.3m impressions, total audience reach of 500k and over 355k social engagements. Our KPI’s were achieved in only four rather than the planned six weeks, meaning the remaining budget could be extended to additional pubs. A job well done.”
"IFs social first campaign delivered great results with limited time and budget 1.3m impressions, total audience reach of 500k and over 355k social engagements."
Claire Lancaster, Head of Social Media
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