Burger King Case Study
Built by data: “Best-in-class” campaign with 12% increase in sales
“ADA’s ability to work with data in an agile and versatile manner takes most of the guesswork out of running a creative campaign. Instead of ‘gut feelings’ and abstract ideas, we worked with evidence-based strategies and processes and it’s no wonder our campaign achieved “best in class” in the Brand Lift survey. ADA’s ‘magic touch’ is really a science!”
– Burger King (Thailand) Marketing Team
As a well-known global fast food brand, Burger King (Thailand) enjoyed a loyal fanbase, but growth had plateaued – this occurred during a 2-year spell in which the brand did not launch any major campaigns.
With their sights set on expanding their customer pool, they embarked on a consumer survey, which revealed that Thai consumers felt the brand was not approachable enough. To refresh their image, they developed and launched a new Thai menu with the aim of attracting new customers.
Armed with an all-new ambition and all-new product, Burger King sent out a simple brief: to spread awareness of their Thai menu over 2 months.
ADA was selected based on our ability to execute a fully data-driven campaign in both the creative and media aspects – breaking the 2-year silence from Burger King.
The Aha! Moment
The ADA manifesto states that all we do begins and ends with data. Armed by this belief, we looked at several solutions and experts to develop a multi-pronged data-driven strategy. This was done with two goals in mind: to be the first in the market with an approach that no other fast food brand had tried before and to learn what makes consumers tick.
The Creative Solution
At ADA, we don’t believe in being creative just to win awards or to look good – we know that the best ideas without the support of robust data and strategy may not be effective. So here’s how we did it:
The Media Solution
The target audience for any F&B campaign is naturally broad. But instead of casting a wide net, ADA opted for hyper-specific audience targeting on digital-only platforms to secure meaningful returns:
The ADA Advantage
What happens after a consumer has viewed an ad? Traditional metrics like reach and impressions only tell one side of the story. Asking the consumer how likely they are to remember and consider the brand gives you real feedback and insight.
Which is why ADA conducted a Brand Lift survey with Google after 1 week as an additional effort to track the campaign’s performance. Brand Lift is a “measurement of the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey”.
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