CASE STUDY
How 170,000 store visits boosted sales and support for the Live Más Foundation
Taco Bell believes in helping young people pursue their passions. In 2017, they collaborated with GroundTruth to bring awareness and donations to the Taco Bell Foundation and its Live Más Scholarship, a scholarship for students whose passions may not necessarily fit into the conventional “academic” or “athletic” scholarship categories.
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Our location solutions.
Location Targeting was used to encourage individuals to visit a nearby Taco Bell and purchase the highly popular Doritos Locos Taco, in which a portion of all sales would be donated to the Live Más Scholarship.
Audience Targeting with Location-Based Audiences enabled Taco Bell to reach the most engaged people for this campaign. Taco Bell targeted core audience groups: Taco Bell Fans, Competitive QSR goers, Community College Students, and Generation Z.
Dynamic Ad Creative with distance overlay was used to encourage people to visit their nearby Taco Bell and increase foot traffic.
Products Used:
Real results.
Case Study / Taco Bell
Taco Bell was able to make a $500,000 donation to the Live Más Scholarship thanks in part to heightened media awareness and a portion of Doritos Locos Tacos sales.
The Loyalist Audience provided the highest engagement with nearly 1 out of 4 consumers visiting a Taco Bell after receiving a personalized mobile ad.
Third-party validation from Placed, a leader in ad to in-store attribution, indicated the campaign resonated well among young men. 18-24-year-old males over-indexed as the most receptive audience to campaign messaging.
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170,000 visits driven to Taco Bell locations
Through our partnership with GroundTruth and the power of location data, we were able to increase awareness, store visits, and sales around our Doritos Locos Tacos during that two week window. More importantly, the increase in taco sales meant more donations to the Taco Bell Foundation for our Live Más Scholarship.