Adjusting to Changing Times with our F&B Client
Case Study
The Marketing Challenge
Our client activated adventurous foodies nationwide to drive overall awareness around their products offered at various Quick Serve Restaurants via delivery and drive-thru. The focus on delivery and drive-thru options were especially important due to current social distancing and health guidelines.
Our Approach
When the campaign kicked off at the beginning of the pandemic, Heartbeat’s Strategists leveraged drive-thru and delivery options for both the creative content and influencers capabilities.
We then used our robust survey tool to tap into hundreds of influencers in our network who lived near a restaurant, as well as optimizing around those with high engagement and who identify themselves as foodies who love trying new food trends.
In order to drive authentic engagement around their products at the QSRs, influencers experienced the drive-thru and delivery process as a normal consumer, who then purchased a item and showcased it in content captured either outside the restaurant or at-home.
We then used our robust survey tool to tap into hundreds of influencers in our network who lived near a QSR option, as well as optimizing around those with high engagement and who identify themselves as foodies who love trying new food trends.
In order to drive authentic engagement around the client’s products at the restaurants, influencers experienced the drive-thru and delivery process as a normal consumer, who then purchased one of our client’s items and showcased it in content captured either outside the restaurant or at-home.
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Results
Each influencer tapped into their own lifestyle and creative style and created visually engaging buzz-worthy content highlighting the delicious food items and the accessible convenience in ordering via drive-thru or delivery. The content ranged from close-up shots of the food, them enjoying it from the comfort of their home, or grabbing it on-the-go. Not only did the content feel relatable and aligned with their audiences interests, but was timely to the current climate of navigating around in-store ordering.
Results
Each influencer tapped into their own lifestyle and creative style and created visually engaging buzz-worthy content highlighting the delicious food items and the accessible convenience in ordering via drive-thru or delivery. The content ranged from close-up shots of the food, them enjoying it from the comfort of their home, or grabbing it on-the-go. Not only did the content feel relatable and aligned with their audiences interests, but was timely to the current climate of navigating around in-store ordering.
1.8+ Million 5% +
Total Reach Engagement Rate
Comments
“Wow I haven’t been to “QSR” in years but for a [Client’s Product] you can count me in!”
“When I took my first bite, I literally had to check the receipt to make sure it was the [Client’s Product], and it was! I could not taste the difference!”
“I’ve been meaning to try this, that’s awesome to know they deliver now!”
1.8+ Million
Total Reach
5% +
Engagement Rate
“Wow I haven’t been to [QSR] in years but for a [Client’s Product] you can count me in!”
Comments
“When I took my first bite, I literally had to check the receipt to make sure it was the [Client’s Product], and it was! I could not taste the difference!”
“I’ve been meaning to try this, that’s awesome to know they deliver now!”
Conclusion
Overall, Heartbeat was able to use its innovative technology and creative strategy to elevate our influencers capabilities and love for food — resulting in high-quality, diverse content that introduced our Client’s Product at QSRs to almost 2 million consumers on Instagram.— resulting in high-quality, diverse content that introduced their products to over a million potential consumers on Instagram.
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