BACKGROUND

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

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

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

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

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.

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Generating new audiences and increased attendance for the Louisville Zoo

BACKGROUND

In a partnership with Tianyu Art & Culture, the Louisville Zoo presented Wild Lights, a family-friendly Chinese silk lantern event. As guests stroll through the Zoo’s walkways after hours, they experience more than 2,000 hand-crafted, silk-covered lanterns with interactive moving displays.

With the event in its fifth year, attendance had leveled off in recent years and the Zoo needed a new marketing and PR strategy to rejuvenate excitement and increase ticket sales and attendance.

STRATEGIC APPROACH

We designed our campaign to reach new audiences and re-introduce Wild Lights in new channels to existing Zoo audiences. Targeting included our core audiences: parents with children under the age of 14, individuals between the ages of 24-54, and people interested in “edu-tainment.” We expanded and introduced new audiences, including people interested in live events and arts and culture.

We utilized a multichannel awareness campaign that leaned heavier into digital tactics than prior campaigns. Channels included:

• ConnectedTV
• Youtube 
• Display
• Meta
• TikTok
• SEM
• Out-of-Home
• Plus, a new influencer strategy 

Creative executions teased the “glow” of the event with an electric color palette and bold designs, further brought to life with innovative LED outdoor boards.

RESULTS

The combination of compelling creative, new target audiences, a digital forward media strategy, and revamped influencer marketing, the 2024 Wild Lights campaign increased ticket sales by 18% and event revenue by 8% over the previous year. 

Our creative was effective in grabbing the attention of the campaign’s target audience and generating traffic to the Zoo website, far exceeding benchmarks in viewability. For instance, Wild Lights video click throughs on Youtube generated a 42% completion rate, compared to the roughly 10% benchmark. Similarly, social media ads generated a .33% click-through (.07% benchmark) and digital display garnered .17% (.05% benchmark).

Influencer partnerships expanded beyond the Zoo’s general “family” audience to a more social, nightlife style audience and resulted in a total reach of 641,748 people on Instagram. Notably, the influencer campaign netted 12,493 instances where people shared the content with others, and 635 comments, many of which included people tagging friends and family, suggesting they check out Wild Lights.

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Helping the Kentucky Lottery eclipse $2 billion in sales for the first time

BACKGROUND

The Kentucky Lottery Corporation’s mission is to fuel imagination and fund education for Kentuckians across the Commonwealth. As of July 2023, lottery proceeds had provided over $4.4 billion for college scholarship and grant programs, including 100% of funding for the popular KEES Scholarship program. 

As the Kentucky Lottery headed toward its 35^th anniversary, it was imperative that they continue to maintain and grow that funding despite headwinds from record inflation and the legalization of sports gambling in Kentucky, not to mention threats they’d weathered due to illegal or gray machines invading the Commonwealth. To achieve this, the Kentucky Lottery would need to determine how to drive more online revenue, the newest channel, and the largest opportunity for growth in their portfolio.

The Kentucky Lottery joined forces with BCH, their longtime agency partner, to determine the opportunity zones to continue to grow the brand and sales across the state.

STRATEGIC APPROACH

In order to drive greater levels of online revenue, BCH recommended a two-pronged approach – the power of mass media and the memorability of great creative that tells a story.

On the surface, online video placements are known to be more engaging and more enticing to click than a display banner.  This is true.  However, we took that a step further.  

To lay the groundwork for memorability with audience members, BCH recommended leveraging strategic broadcast media buys in major sports and other content to capture a mass audience.  

We then ran concurrent online video flights optimized to drive revenue with the same creative that was running in broadcast.  This created continuity and greater frequency to generate more memorability and ultimately, better results.

CREATIVE SOLUTION

The power of storytelling. 

Storytelling is a powerful technique for building relationships. It’s an age-old concept that brings people together and keeps them engaged. Stories can inform and emotionally engage your audience – and emotion is a powerful call to action.

We’ve connected with Kentucky Lottery players by fueling their imagination with creative storytelling – stories that spoke to the thrill of surprise, the adrenaline rush of calling the shots, dancing rabbits, talking game tickets, and even staged a mini-musical at a historic Louisville landmark to connect with our players and potential players.

This premium inventory of “stories” created a platform to build a player base, expand existing players’ interest and fuel imagination, allowing the Kentucky Lottery to fund more students’ education.

RESULTS

The results speak for themselves and really go to show the importance of mass media, frequency, and great creative.  What we found is that investing more in broadcast media correlated perfectly with increased return on ad spend for online videos (see chart)*.

The online revenue generated through this campaign played a role in the Kentucky Lottery announcing as of March 26^th, 2024, they have now provided over $5 billion for college scholarship and grant programs for Kentucky students on their way to celebrating 35 years of winning. This campaign continued to show key results over the following months with the Kentucky Lottery delivering over $2 billion in annual sales for FY 2024 for the very first time (as of June 30th, 2024).

*Important to note that the Powerball jackpot was also rolling towards the second-largest jackpot in US history ($1.765 billion) throughout September & the first half October 2023.

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Royal Revival