Grubhub wanted to raise brand awareness in Philadelphia. Its primary goal was engagement, with a secondary goal of driving business through orders and new diners. We recommended using Facebook Canvas, an ad platform that allows for local targeting and can be optimized for engagement and conversions, with proven success in both areas.
Our creative team drew a map of Philadelphia, with illustrations denoting landmarks and photos of food denoting premium Grubhub restaurants. The map was comprised of three cohesive “tilt-to-pan” videos, using the format in a way we’d never seen before. Our hope was that the innovative format would compel people to spend time with the brand, navigate the restaurant options in their city, then click out and place an order on the carousel at the bottom.
We placed the ad in Grubhub’s target zip codes, honing in on the specific audience it wanted to reach. We drove more orders by retargeting a link post at users who viewed the Canvas and kept that list as a custom audience for future Philadelphia content.
Average Dwell Time
of Viewers Placed Order in Canvas
Decrease in Cost per Order on Remarketing Link Post