August 23, 2019

SPICING UP CHIPOTLE'S INSTAGRAM STORIES WITH POLLING ADS

RESULTS

17%

Higher CTR

compared to campaign average

94%

Increase in RoAS

compared to campaign average

3 days

Campaign duration

70K

Total poll votes


OBJECTIVE

Drive engagement and increase sales by testing out the newest IG Stories Paid Polling ad unit (beta).

Media STRATEGY

How do you get users to take a pause from the tap and engage with your ad? You surprise them. Traditional IG Stories sponsored ads have been top performing units for Chipotle. SocialCode wanted to capitalize on that success in a more organic way to their predominantly millennial audience. Everyone likes to give their opinion, especially regarding food, so a polling ad seemed like a great fit. 

Standard campaign targeting was used, proving out that Chipotle’s core audiences are likely to both engage in these units as well as convert from them.

CREATIVE STRATEGY

“Guac on top or on the side?” It’s a question you will hear at Chipotle and something customers feel strongly about. Knowing that (along with the fact that guac is the most popular menu item), SocialCode’s CodeCreative team made guac the focal point of the ad, precisely tying visual cues to the messaging, staying authentic to the brand, and ensuring consistency among messaging with only one ad set. 

Learnings

Put learnings from success to use, try new approaches to engage and make sure you’re thoughtfully surprising your audience.