Chipotle Achieves Incremental Reach with Unduplicated Audiences for New Menu Item Launch

Funnel Category: Ad Breakthrough

+79% Incremental, Unduplicated Reach

TO THE CAMPAIGN'S TV SCHEDULE

+2.0% Lift for Consideration*

*For a brand with a high consideration level to start with, this campaign helped move the needle even further

Chipotle Achieved +79% Incremental Reach to their TV Campaign with New & Unduplicated Audiences for Digital Exclusive Product Launch


Last Spring, Chipotle launched their first ever quesadilla menu item as a digital exclusive” available only through their website or mobile app with an eye towards driving mass online awareness and sales. Chipotle leveraged Zefr’s contextual targeting solutions for their YouTube activation, seeking to extend their video reach beyond TV and drive mass awareness for the new product. 

To measure impact and cross-platform reach of the campaign, Chipotle and Zefr designed a custom measurement program that included utilizing Nielsen Total Ad Ratings (TAR) to identify incremental and unduplicated audiences.

+79% Incremental Reach to TV Campaign

Zefr delivered new and unduplicated 18-34 video audiences

80% P18-34 On-Target Impressions for Digital

Linear TV impressions and frequency delivered disproportionately against A50+ Viewers

+23.6% Lift in Ad Recall

Zefr tech also helped find a receptive audience, driving this significant lift

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Results

Chipotle’s Quesadilla campaign highlights Zefr’s ability to effectively and efficiently reach the brand’s target audience on YouTube, successfully eliminating waste to unintended viewers. While Zefr’s OT% was 80%, Linear Television only delivered 15% of its impressions to A18-34.

The impact of Zefr’s precision is reflected in the lift in Ad Recall and the campaign’s influence on encouraging viewers to choose Chipotle for their next meal.

Try these Zefr best practices to get more out of your YouTube campaigns:

1. Using a mix of ad units can improve frequency, as retargeting with :06s Bumper ads can serve as quick reminders to viewers.

2. Leveraging multiple measurement solutions to track success along the full funnel can inform decisions in real-time.

3. Consider creative testing throughout the campaign's flight to improve the impact of your campaign.

Need help building a measurement program?