wedu american flatbread facebook fan drive case study 2012

American Flatbread “Honestly Delicious” Case Study wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com

// American Flatbread “Honestly Delicious” Case Study

Summary. Over a six week campaign, wedü helped a growing frozen pizza company from New Hampshire

create a Facebook presence and win over 27,000 Facebook likes and distribute over 10,000

coupons to drive their retail activity. See how our digital marketing team was able to accomplish this

and how our strategic approach ensured the client that their new audience was engaged with their

brand and their products.

The Challenge. In March, 2012, American Flatbread Products (AFB),

a consumer packaged goods company, wanted to

establish their Facebook presence and raise broader

brand awareness of their all-natural pizza products.

The American Flatbread Facebook page had been

established months earlier, but had only been updated

sporadically and had a base of 68 likes. With its parent company focusing the majority of its social media

efforts on the sister product, Rustic Crust, AFB’s Facebook presence had not been a priority until now.

Additionally, AFB wanted to increase retail awareness of their product. Being an all-natural frozen food

product, they faced product placement inconsistencies between the grocery stores that carry their products.

Some grocers placed their pizzas in the frozen pizza aisle while others included them in the natural foods

section of their store.

Finally, AFB was about to launch a 6-week radio advertising campaign titled “Honestly Delicious” that was

aimed at driving retail sales. The company wanted a digital campaign to coincide with the radio blitz.


The Strategy.AFB asked wedü’s digital team to develop a campaign

that would build their Facebook base and educate their

customers and drive retail sales/awareness.

wedü developed an “Honestly Delicious”

digital campaign plan that centered on offering a

$2 coupon for any AFB product. The theory behind

offering $2 off was that it would be considered a high

enough value to attract consumer attention even on a

premium price point product. The coupon was located within a Facebook

app and required a user to like the AFB Facebook page before accessing the coupon.

The coupon app was designed and built by wedü’s digital team and included tracking metrics for the amount

of times the coupon was accessed to go along with the normal Facebook insights that are available to

Facebook page administrators.

To coincide with the launch of

the coupon app, the wedü social

media team took over management

of the AFB Facebook page and

worked with the brand on developing

an editorial calendar that contained

posts that included valuable and highly

visual content that would engage the

anticipated new page likers, while

working in strategic posts like questions

and polls that would tell us a bit more

about the interests of this audience.


To promote the Facebook coupon and drive people to the AFB page, wedü’s digital advertising team crafted

a campaign that mixed display advertising and both Facebook general ads and sponsored stories.

All of the ads placed had the Facebook

coupon app as their landing page.

The display advertising was targeted

to keywords and individual websites

that fit with the target AFB audience—

all-natural pizza lovers.

Our digital team took a very strategic

and targeted approach for the Honestly

Delicious Facebook advertising

campaign. Using advanced interest

targeting, our team not only targeted

the basic demographics of AFB’s

products, but we also drilled down

and identified other topics and pages

that AFB’s target demos may also like

and targeted those as well.

An example of this campaign’s level of demographical

targeting would be the ads targeted to the vegan

community. AFB has a great vegan product called

Vegan Harvest. Given the lack of quality vegan

frozen pizzas on the market, we knew AFB very

popular with this community.

AFB’s vegan ads were not only aimed at anyone that is

generally interested in veganism, but our digital team

also went a layer deeper and researched and targeted

publications vegans read, what organizations they

belong to, other products they are interested in, etc.


The following is a partial example:

✓ #American Vegan Society

✓ #Go Vegan

✓ #Natural foods

✓ #People for the Ethical Treatment of Animals

✓ #Vegan Society

✓ #Veganism

✓ #Vegetarianism

✓ #World Vegan Day

✓ #natural foods

✓ Vegan

✓ Veganism

✓ Vegetarianism

✓ Vegnews magazine

✓ #Vegetarian Times

✓ Natural health magazine

✓ Supervegan

✓ Happy herbivore

✓ #herbivore

✓ Urban herbivore

✓ Living vegan

✓ Happy little vegans

✓ Vegans for peace

✓ Vegan society

✓ Living vegan

In Facebook like-required coupon or sweepstakes campaigns, it is very common to see a substantial drop-

off in likes over a 1-4 month period after the campaign ends. Essentially, a certain segment of the page likes

came for one thing, discounts, and have no interest in continuing to follow the page. These people are called

“Sweepers” in the digital marketing world.

Because of the vast interest targeting that Facebook allows, the AFB Facebook advertising campaign strategy

was designed to avoid Sweepers as much as possible and set out to build a solid base for AFB beyond the

expiration of the discount.

In the end, each placed Facebook ad had roughly 20 – 30 interest qualifiers to ensure that each

ad was highly targeted and, almost as important as achieving the like goal, new likes were interested in

the product more than the discount.

Knowing that social recommendations are often the most effective way to build a loyal brand base, our digital

team also included Facebook sponsored stories into the advertising mix. These ads did not promote the

coupon, in particular, but the overall AFB page. As hypothesized, our team found these ads to be some of

the most effective ads with the highest conversion rates of the entire campaign.

Sample of Facebook Ad Targeting for One of the Vegan Ads


The Results.The overall goal of the digital portion of the campaign was to build a base of 25,000 or more likes that are

interested in AFB’s pizzas and the company’s all-natural, premium branding. Upon conclusion of the

six‑week campaign, AFB had increased their page likes by over 27,000. We know from the

coupon app’s analytics that over 10,000 unique users printed the $2 coupon during the campaign.

The audience base for this startup company from Pittsfield, New Hampshire is now a national one and

interest in their pizza is reaching parts of the country that they haven’t been able to target in the past. Our

wedü social media community managers are regularly engaging Facebook fans from all over the U.S. that

are wondering where they can buy an AFB pizza in their city or town.

Interest is in AFB is high and the brand has truly taken off on Facebook. wedü continues to manage social

media communities for both American Flatbread and Rustic Crust and there is already talk of similar

campaigns in the future.

wedu american flatbread facebook fan drive case study 2012

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