How Smirk helped a restaurant franchise reach almost 2 million people for pennies per impression.
Industry
Hospitality
Service Area
Oklahoma & North Texas
Results Timeline
6 months
The Situation
One of Smirk’s long-standing clients, KampCo Foods is a franchisee that owns and operates all Johnny Carino’s restaurants in Oklahoma and North Texas. In 2018, Facebook began prioritizing content that sparked meaningful social interaction and rewarding video content over static imagery. Smirk proactively aligned Johnny Carino’s social content strategy with this algorithm change to effectively grow their audience and maximize brand awareness.
AMAOKC Social Media Award of Excellence
AMAOKC People’s Choice Award
The Solution
Smirk created a social media video campaign called “Johnny Carino’s: Menu in Motion.” We crafted 70 short motion graphics that highlighted new promotions and 40 featured menu items in less than 6 months. With Facebook video ads earning views for pennies and moving imagery significantly improving message retention, this content strategy was the best way to maximize the client’s budget and results.
The Results
Our video-centric strategy lowered the client’s advertising cost per result by more than 90% and sparked a notable increase in page engagements across all Johnny Carino’s pages within the franchise. Along with positive feedback from the client, Smirk earned two awards for this campaign from the OKC chapter of the American Marketing Association in 2019: The Social Media Award of Excellence and the People’s Choice Award.
-90.63%
Cost Per Result
1,889,235
Total Impressions
23,507
Page Engagements
+4,508%
Video Views
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