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Bob Evans Facebook Ad Case Study

Bob Evans Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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Advertising Case Study
 Anne Leonard-Palmer, Digital Marketing Manager, Bob Evans
Bob Evans
Company Background
Founded in 1953, Bob Evans Farms is a Nasdaq-listed,$1.7-billion restaurant and retail ood products company.It operates nearly 600 restaurants in 18 states anddistributes a wide variety o rerigerated and rozenoods across the United States and Canada.
Objective
In July 2010, Bob Evans set out to drive awareness oits Facebook Page – the ree public profle that enablescompanies to share their business and products withFacebook users on an ongoing basis. “National FrenchFries Day provided a un and uniquely engaging platormor Bob Evans,” says Diane Walter, Digital Strategist atBrunner, Bob Evans’ digital marketing agency. “The holidaywas a reason to celebrate with our ans, while alsodriving awareness and trial o our Sweet Potato Fries.”The company was looking to increase in-store trafc orNational French Fries Day by giving away a ree SweetPotato Fries appetizer with any purchase on the day itsel.“This was the frst giveaway we’ve done that was specifcto Facebook,” says Anne Leonard-Palmer, digital marketingmanager at Bob Evans. “We wanted to grow the numbero ans or the brand and, above and beyond all that,to see i the idea would resonate with our audience.”
Approach
The campaign took place between July 6 and NationalFrench Fries Day on July 13 with a strong call-to-action: “Free
Facebook Executive Summary
Client:
 
Agency:Objective:
Drive awareness o BobEvans’ Facebook Page and increasein-store trafc or National FrenchFries Day
Solution:
Ads oering users a couponto receive a ree Sweet Potato Friesappetizer with any purchase on the Day
Key Lessons:
Facebookprovidesan
 excellent hub or in-store aswell as online promotions
Anadwithastrongcall-to-
action, placed with relevantgeographic-targeting, cancreate great interest andparticipation
“The campaign taught us that we have alarge, ready-made audience on Facebook that’sreceptive to the things Bob Evans is promoting.” 

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