Elmore_Elizabeth_MKT_335_Taco_Bell_Case_Study

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Feb 20, 2024

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TACO BELL CONTENT FIRST AD APPROACH Case Study Southern New Hampshire University MKT 335

1 Case Study: Taco Bell Content First Ad Approach Problem and Goal: Taco Bell has always been on a search to find new ways to up their game. Partnering with media giants such as BuzzFeed and ESPN helped Taco Bell to launch its content-first ad. Additionally partnering with Pandora and Waze allowed Taco Bell to be the first advertiser on those platforms. The article Taco Bell's Content-First Ad Approach by Saya Weissman states, "It's very different in today's marketplace both on mobile and desktop to capture the attention of that 18–24-year-old audience" (Weissman, 2013). With their content-first ad approach Taco Bell attempted to capture the heart and stomachs of their target audience. Solution: The first thing they needed to do was see how successful the partnerships with these media giants could be. In the case study article Weissman states "We track sales daily and look at what people are buying. We look at how often people are spending time with our advertising, and when they go to the Taco Bell site, it's not like they can buy a taco from there, but there is high- value task like using the restaurant locator-those actions are what we look for" (Weissman, 2013). The go to devices for social networking, entertainment, and news for millennials are their mobile devices. Knowing this Taco Bell invested their first dollar into mobile devices (Weissman, 2013). Audience:

2 Taco Bell's target audience at the time was 18–24-year-olds. In attempt to reach their audience Taco Bell harnessed the power of channels such as social media platforms, native advertising, and mobile advertising. Media Plan: Taco Bell's media plan that surrounded its Content-First advertisement made use of videos, ads, photos, graphic designs, social media post, and free mobile navigation apps. Results/KPIs: Measuring the success of their new campaign called for Taco Bell to use KPI's such as data derived from their social media platforms, number of visits to their social media channels, SEO, keyword optimization, click-through-rates, and how many people downloaded their app. The article Taco Bell Takes Early Adopter Approach to Digital to Drive Sales by Sarah Sluis states "In digital, we've found that can happen. When we did a study with PlaceIQ, 41% of people exposed to our ad went to a Taco Bell within the next two days. That two-day number was impactful" (Sluis, 2016). This information shows us how effective the results of KPIs will be in the future. Recommendations: To improve on future campaigns Taco Bell could invite their audience to create new recipes and share them using video on YouTube, Instagram, or TikTok. They could also hold a contest and invite their viewers to create the next Taco Bell advertisement. Lastly, they could continuously update commercials and advertisements targeting their newest audience.

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3 References: Sluis, S. March 8th, 2016. Taco Bell Takes Early Adopter Approach to Digital to Drive Sales. https://www.adexchanger.com/ad-exchange-news/taco-bell-takes-early-adopter-approach to-digital-to-drive-sales/ Weissman, S. January 2nd, 2013. Taco Bell's Content-First Ad Approach. https://digiday.com/marketing/taco-bells-content-first-ad-approach/

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