BURGER KING SPAIN

To raise awareness of its “Onion Blackout” campaign on International Kissing Day, Burger King Spain tested a video ad in Instagram Stories against the carousel format to see which would perform better: it found that the carousel format outperformed in every category.

THE STORY
“Have it your way”

Headquartered in the US, Burger King is a global chain of hamburger fast food restaurants that prides itself on making burgers “your way.” Always wanting to surprise and delight its customers, Burger King Spain decided to run an “Onion Blackout” campaign on International Kissing Day, where it stopped selling fresh onions and onion rings—all in the name of love.

3%

lower cost per impression with carousel format for ads in Stories

60%

more user actions with carousel format for ads in Stories

2X

more completed video views with carousel format for ads in Stories

3X

higher attention rate with carousel format for ads in Stories

We used International Kissing Day as a way to test video against the carousel format for ads in Stories, and were blown away by the results. We saw 100% video views with the carousel format, which is unheard of.
BIANCA SHEN, CMO, BURGER KING IBERIA
THE GOAL
Hold the onions on Kissing Day

The burger chain wanted to promote its “Onion Blackout” campaign and let customers know that on International Kissing Day, it would not be selling fresh onions or onion rings. It also wanted to test whether standard video ads in Stories or video ads in carousel format would perform better among its target audience of Spaniards ages 14–49.

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THE SOLUTION
Putting Stories to the test

Knowing that its target audience would be on Instagram, the burger chain turned to Instagram Stories to promote its “Onion Blackout” campaign. However, instead of running a regular video ad in Stories, the restaurant decided to test it against the carousel format.

To surprise its audience and make them laugh, Burger King’s video ad featured a couple avoiding each other when onions were available, and then showed them kissing passionately when the onions were removed. The carousel ad format for Stories took that concept a step further, allowing viewers to click forward to see what happened when the onions were removed, and then click backward to see what happened when they were added back in.

The interactive nature of the carousel ad format drove stronger campaign results overall. Burger King Spain saw a 3% lower cost per impression compared to the regular video ads. It also saw 60% more user actions, a 3X higher attention rate and 2X more completed video views with the carousel ad format compared to single video ads.

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