Industry

Quick-Service Restaurant

Platform(s)

YouTube

Objective

In-store Visits

The Challenge

YouTube attracts a massive and growing audience — an audience that Jack in the Box and its agency, Carat, wanted to reach and engage through mouthwatering video advertising.

Recently, Jack in the Box sought to execute an impactful YouTube campaign that showcased its new menu items to its recurring customers. Beyond driving new product awareness, the team wanted to engage new customers and motivate them to go to one of Jack in the Box’s 2200 stores nationwide. The team needed to drive a measurable impact on customer actions, and looked to the PixabilityONE platform to maximize the effectiveness and efficiency of their YouTube strategy. On top of being a major investment in time and resources, running big, complex YouTube campaigns is difficult to execute properly — it requires specialized technology and deep machine learning. YouTube is fantastic for driving awareness and engagement, and marketers are becoming more aware of the platform’s impact on deeper-funnel metrics like store visits or conversions, but these actions are much more difficult to tie back to video spend.

The Strategy

Pixability built a highly targeted campaign around Jack in the Box’s target personas, including fast food fanatics and social cravers across key geographic locations where Jack in the Box and Carat sought to drive impact, looking to drive on-target reach and ultimately, store visits.

Pixability deployed the PixabilityONE platform to break out the campaign into more than 41K unique ad groups (20X more than the typical campaign) — including custom affinities, custom search intent, device, language and creative segments. This breakout enabled the platform to perform more than 1.8K daily in-flight optimizations throughout the campaign (roughly 10X what a typical YouTube campaign sees), driving much better results. In addition, Pixability provided expert channel management services to drive organic growth on Jack in the Box’s YouTube channel, delivering SEO improvements and updating keywords with new products to promote discoverability and engagement on the platform.

The Result

PixabilityONE drove a massive impact for Jack in the Box, with a 58% higher view rate than benchmarks, and almost 100K interactions on clickable engagement elements — and DoubleVerify confirmed the campaign was 100% on-target and 96% viewable, beating MRC standards by 46%. Retargeting through 6-second Bumper ads proved highly efficient at increasing frequency, and had a measurable impact on driving store visits — pushing viewers to visit a store 12.5% more than in-stream alone. Most importantly, PixabilityONE drove a 30% lower cost-per-store visit than industry benchmarks alongside a 22% higher store visit rate, and a 567% lift in Product Search Interest as measured by a Google Search Lift study. Pixability’s organic growth services also delivered a 17% increase in views from YouTube search compared to the previous year, highlighting the impact of a fully- optimized YouTube channel.

30%

lower cost-per-store visit than industry benchmarks

22%

higher store visit rate than industry benchmarks