BuzzFeed Case Study

Taco Bell

Taco Bell

BackgroundTaco Bell, a subsidiary of Yum! Brands,

is the nation’s leading Mexican-style

quick service restaurant chain. Its nearly

6,000 restaurants serve consumers

more than two billion tacos and one

billion burritos annually.

ObjectivesIn December 2012, Taco Bell added a new item to the “specialties” section of its

menu - the Loaded Griller. Designed as a snack or appetizer for one, the Loaded

Griller is perfectly portioned, competitively priced, and positioned in marketing

efforts as “too good to share.” To expand on this tag line in a fun, dynamic, and

engaging way, Taco Bell enlisted the help of BuzzFeed. The primary objectives for

the campaign were to increase awareness for the new product, enhance brand

perception, and build excitement.

*Seed is defined

as engagement

generated from

paid impressions on

BuzzFeed.

**Social is defined

as engagement

resulting from social

sharing (Facebook,

Twitter, etc.).

24.2%

7.7%

4.3%4.1%

control via seed* control via social**

exposed via seed exposed via social

Taco Bell

ApproachBuzzFeed’s creative team

worked with Taco Bell to create 8

sponsored posts integrating the

theme of not sharing.

Taking it a step further, the team

created a custom bar that hovered

over each post’s social sharing icons,

reminding readers that not everything

needs to be shared.

467.7%Brand Lift

85.3%Brand Lift

Users who responded...

I can’t wait totry Loader Grillersfrom Taco Bell.”

“

ResultsTaco Bell and BuzzFeed conducted a study with Vizu, a Nielsen company,

to evaluate the impact of this content strategy on users’ perceptions. The

study measured brand affinity and purchase intent, and aggregated results

based on whether a viewer had no exposure to the content, viewed the

content as a result of paid media, or received the content through social

sharing (i.e. a friend’s Tweet or Facebook post).

On every point measured in the study, consumers who were exposed to

Taco Bell’s BuzzFeed sponsored content exhibited increased awareness of,

excitement about, and intention to try Taco Bell Loaded Grillers. These results

were amplified when content was received through social sharing activity.

54.9%

18.5%

overall control

overall exposed

Taco Bell

Start breaking through the clutter with measurable, branded content:

sales@buzzfeed.comwww.buzzfeed.com/advertise

Key TakeawaysTaco Bell and BuzzFeed exceeded their campaign objectives - increasing awareness,

brand perception, excitement, and driving measurable results indicating purchase

intent. The exceptional brand lift from social sharing also shows that Taco Bell’s

content found its target audience, as great sponsored content should.

Overall, those who discovered Taco Bell’s sponsored

BuzzFeed content through social channels were 195.9%

more likely to indicate they would consider trying, can’t

wait to try, or had already tried the product.

Total Positive Responses

195.9%Brand Lift