#Hashtags Fill Hungry Bellies

BACKGROUND

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As an upscale detour from the typical Taco Bell experience, Taco Bell Cantinas were designed to challenge the core drive-thru conventions of the fast-food industry. They target urban consumers with an upscale/casual dine-in experience (which includes alcoholic beverages!) and strategic locations in high traffic areas in major cities across the U.S.

THE ASK

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In preparation for the grand opening of a new flagship location located in the heart of Downtown Los Angeles, Taco Bell Cantinas sought a dynamic, cost-efficient influencer marketing plan.

GOALS included:

• building awareness among consumers living/working in downtown LA
• driving foot traffic to the new location
• promoting the ease-of-use of new touch-screen digital kiosks

STRATEGIC APPROACH

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BCH Agency curated a mix of three influencers whose audiences matched Taco Bell Cantina’s target demographic – young and trendy, urban consumers in Los Angeles. 

The campaign was designed to maximize reach and engagement across primary social platforms including Instagram, TikTok, and YouTube. It also aimed to deliver a content mix that was both on-trend and engaging, as well as authentic representation of the brand.

Influencer partners included:

RESULTS

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The influencer campaign was a resounding success, significantly exceeding initial expectations:

• Total Impressions/Plays: 2.6M
• Total Reach: 1.3M
• Total Engagements: 258K
• Total Watch Time (YouTube): 43 hours

@michelleromephoto’s Instagram Reel achieved a staggering 2.4M plays and 230,647 engagements, driving a significant portion of the overall campaign impact, as well as becoming her top-performing piece of content ever published.

@foodmento’s collaboration reel was also particularly notable, as his piece of content became the second-highest performing video on the Taco Bell Cantina Instagram channel at the time of the opening, with 189,000 plays and 18,989 engagements.

CONCLUSION

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By strategically selecting influencers whose audiences aligned with Taco Bell Cantina’s brand and campaign goals, BCH Agency successfully amplified the opening of the Downtown LA location. The campaign not only drove substantial awareness and engagement but also set a new standard for how Taco Bell Cantina can leverage influencer partnerships to create lasting connections with their audience.