Pizza Hut is an American multinational restaurant chain founded in 1958. Owned by Yum! Brands, Inc., it is headquartered in Texas and operates over 17,000 restaurants worldwide. Pizza Hut has been in the MENA region for over 40 years.
lift in ad recall
lift in recommendations
lift in purchase intent
Pizza Hut's goal was to drive awareness about Pizza Hut and its one-meter Super Limo Pizza with Oreo cookies.
Short videos from influential creators
To spread the word about its one-meter Super Limo pizza, Pizza Hut UAE worked with Meta Business Partner Vamp on a series of branded content collaborations with local food influencers. They created short, engaging videos focusing on the Super Limo and how it can help bring large groups of family and friends together.
Branded content on Instagram enables people to learn about a product or service through a person whom they follow. Businesses do this by partnering with creators of their choice. The posts and stories from these partnerships are known as branded content.
Pizza Hut chose Instagram because it wanted to reach out to young adults up to the age of 25. It found that running branded content alongside its usual campaigns was more effective than running branded collaborations with influencers alone. Combining the two messages drove the highest incremental impact for the business and brands.
The campaign ran from May–July 2022, and results were measured with a brand lift study, which included:
- 6% lift in ad recall
- 3.5% lift in recommendations
- 1.8% lift in purchase intent