By Justin Smith
More brands are engaging with Facebook’s 150 million users through Facebook advertising solutions and the Facebook Platform, patterns of best practices are emerging for brands in different verticals. Last week, Inside Facebook spoke with Dave Eisenberg, VP of Marketing at Bonobos, about the ways the specialty pants retailer is reaching new customers on Facebook.
Today, we turn our attention to the restaurant industry and Papa John’s Pizza. Inside Facebook recently sat down with Bob Ford, Papa John’s Director of Online Marketing, about the ways the pizza restaurant chain is reaching customers on Facebook.
Thanks for your time Bob. Why did Papa John’s decide to get involved on Facebook?
We’ve obviously been tracking social networks for a number of years now, but we’ve been looking for opportunity that is right for our brand, and Facebook’s engagement ads made sense to me and to Papa John’s. Facebook has actually initially reached out to us three years ago, but this is the first one we felt like we were ready to try.
Before we built our Facebook Page, there were other Papa John’s Facebook Pages out there. They had a limited number of fans, but when you looked and saw something that was put up by someone who was literally just a fan, it became intriguing to us. So we dedicated the time to put together our Facebook Page, working closely with Facebook to design it in a way that the audience is looking for.
Who was your campaign targeted at and how did it work?
Facebook is very different today in terms of who their audience is even compared to just a couple years ago. We were really looking for a way to feature some of our new features like mobile ordering, and the 15-24 audience is a great fit for that.
We did two projects with Facebook. First, in November of last year, we did our engagement ad where we drove people to become a fan of our Facebook Page. Fans were notified on three different dates via an Update from the Papa John’s Page, and were then directed to the Papa John’s site to receive their promotional code for the pizza.
We added 125,000 fans within a day, that number has grown to over 200,000 today. We’re very pleased with how many fans we’ve gained, and we’re examining ways we can promote it more. We look at our Facebook page almost as an extension of our website, and we have more campaigns coming up soon in the next 6 moths.
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