With more than 30 years of experience, BUBBA burger offers consumers clean ingredients and exciting new products in their burger selections. Products that quickly cook from frozen to a juicy and delicious burger, perfect for all eating and snacking occasions.
The BUBBA burger shopper is looking for products at the intersection of quality and convenience, and a strong and authentic brand story is vital to turn interest into purchase. With this in mind, the BUBBA burger® marketing team developed the 2020 Sun’s Out Buns Out campaign. The campaign’s goal was to drive brand awareness and increase purchase consideration through paid search, social media ads and an influencer campaign. Communications focused on building brand awareness, encouraging consideration, and increasing purchase intent.
The campaign objectives were as follows:
The campaign ran from June 1 through September 30, 2020.
The team wanted to demonstrate that BUBBA burger provides many options for convenient, quality burgers at any time, inspiring its target audience to 1) seek out more information and 2) put BUBBA burger® boxes in their carts when shopping. A digital campaign focusing on paid search, social media ads and sponsored influencer posts focused on building brand awareness, encouraging consideration, and increasing purchase intent. The overall voice and tone of these ads conveyed a fun, wholesome and nostalgic feeling with audiences, while staying mindful of the current pandemic and focus on being a helpful, authentic voice.
Paid search ads drove to both the BUBBA burger home page and a dedicated landing page, bubbasun.com, increasing awareness among its target audience. A social campaign aimed to increase engagement rate, follower rate and impressions. Pre-campaign, BUBBA burger’s social channels averaged less than 1% engagement per post on average across Facebook, Twitter and Instagram, so the campaign sought to increase and maintain the average engagement rate to a standard 3%. Dedicated sponsored content from influencers helped to tell the brand story to their built-in audiences and included keyword-rich recipes and tips. The team A/B tested posts and messaging across all platforms, optimizing ads along the way. Finally, social posts included the hashtag #stayingrillout as a nod to the unusual circumstances of 2020.
Traffic to the website increased while engagement remained well above benchmarks (1:00 average session duration, <65% bounce rate). The BUBBAsun.com landing page drove meaningful traffic to the website as seen by the strong engagement metrics. The website received 232,892 total pageviews during the campaign. By focusing on engagement over awareness, the platforms were able to identify users with a higher affinity toward the brand/products. This led users to discover the BUBBA Burger® social page, spiking its follower growth by 844% in 4 months.