By: William Muldoon
The A&W franchise is one of the most popular food franchises in the United States. It is known for its fresh ingredients, backed by its “Ingredients Guarantee,” which it promises to its customers. However, in late 2013, A&W set out on a mission to change the conversation about the quality of its food. Since A&W is known for using such high-quality food products, it wanted to create a campaign about the way that its food is raised. This campaign included various television spots, online ads, video, and social media, and it provided the franchise with big results, with total sales increases of up to 10.5%.
However, a lot of that success was thanks to a series of Facebook ads that were used to offer consumers a heap of information about where A&W’s meat comes from, and also how its animals are raised. Every Facebook ad ran with a promise: “Raised without the use of antibiotics.” Once an individual has watched the Facebook ad, he/or she can then use the micro link within the video to learn more information about the restaurant’s menu ingredients.
These ads were a big success, bringing in thousands of messages associated with the three major meats they featured in their campaign: eggs, chicken, and beef. There was a 36% lift in message association between A&W and high-quality chicken, as well as a 38% lift in message association for high-quality eggs.
Using Facebook to get the attention of consumers can be extremely beneficial for a company. With the majority of Americans owning a Facebook account, it is much easier to reach a large amount of people than it would be if you were to simply just advertise on television. A&W’s campaign is a great example as to how to successfully increase a company’s sales by marketing almost entirely through social media.
The franchise was also able to use sponsored news feed posts to shift brand perception about the quality of its ingredients. Because of Facebook, the popular franchise was able to add a tremendous amount of message association, which would have been unlikely if they had stayed with standard television advertising alone, as well as create a considerable lift in sales of their beef, egg, and chicken menu items.