In 2016, there was a lot of noise about breakfast from multiple different players, utilizing multiple platforms. We sought to use Facebook's reach and targeting capabilities to cut through the noise and talk to the right people, with the right message, at the right time. Our goal was to get their attention, get them to engage, and get them to keep coming back for more.
Facebook is at the center of the IHOP® social media ecosystem; it's the brand's "social ground zero." We use a mix of organic and paid tactics to break through today's cluttered space with emerging formats like Facebook Canvas, and tailored storytelling to reach and engage with each one of our guests. By leveraging Facebook's mass reach, new technologies and versatility as a platform, we aim to insert IHOP® into our fans' feeds and drive cravings to result in visits.
2016 was, by far, our best year yet. We received 19.6 million total video views, engaged with more than 18,000 fans on one iconic livestream, and outperformed our competitors through use of new technology like Facebook Canvas & 360 videos. The Facebook landscape is evolving and we are evolving with it to reach every one of our 3.6 million fans and drive them into restaurant. All day, every day.
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