Our goal was to reach new audiences and drive cost efficiencies using on-brand content and creative messaging.

For Meta Advertising, we tested going broad with their audience where they had store locations. Instead of targeting fast food interests, we decided to expand to everyone.

This resulted in a 20% decrease in CPC by targeting with geolocation instead of interests.

We also tested different messages in market to appeal to different groups of users on Facebook. We found that each creative reached different age demographics.
'Burger Combo' reached +1% more women aged 25-34 vs 'Happiness in a role' reaching +2% more men aged 25-34.