Wingstop may be known for their Atomic wings, but they are also a restaurant chain at the forefront of social media strategy. Using Facebook’s reach objective exclusively, this QSR focused on driving unique reach for video campaigns that mirrored national TV commercial flights.
AdParlor believed that by shifting the objective from reach to video views, Wingstop would reach more valuable viewers – those who are more likely to watch a video ad until completion; all while maintaining Wingstop’s current cost and unique reach.
Using AdParlor’s AB Split Test Tool, AdParlor monitored Wingstop’s online video campaign closely to ensure there were no disruptions to day to day operations. To run the test effectively, AdParlor slowly shifted the campaign budget from the reach to video view objective to gauge the opportunity to scale. Due to a promising start with a 5% test budget from overall media spend, the team made the decision to shift 20% of the overall budget to the test objective.
Wingstop, in partnership with Barkley and Starcom, provided 6 second videos revolving around football, soccer and streaming-based creative. AdParlor matched the creative with 12 tailored prospecting segments to drive maximum video engagement.
Targeting Prospecting Segments:
The AdParlor team was able to optimize to a video views objective vs a reach objective, resulting in a stronger performing campaign. Using AdParlor’s AB Split Testing Tool, we were able to slowly shift the focus towards a more engaged Wingstop audience while also improving the campaign CPM.
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