The Ask
Il Fornello presented the challenge of finding a way to narrow down their target audience and appeal to them through social media platforms to promote their $12 pizza special. The promotion runs Monday to Thursday at two of their locations and as a team we were tasked with creating a cohesive multi-platform campaign.
Insights
The two locations that offer this particular pizza promo are Danforth Ave in Toronto, and Ajax. With Toronto being home to seven universities and four colleges, we were able to narrow our target market down to post-secondary students and young professionals, aged approximately 18-25 years old. This age group is most likely to be searching for affordable group events that fit a tighter budget. They also tend to lean heavily on social media for recommendations and trending restaurants.
Moodboard created by Leslie Giron
Campaign board created by Finndlay Downer
Instagram stories are a great way to boost consumer engagement and gain excitement about a brand or event. We felt that the poll option was a fun and playful way to reach out to our target market.
Instagram posts and mockups were created by Emily Wildman.
The Results
Our team created a multi-platform campaign that spanned over Instagram, Facebook, Pinterest, and Twitter. This was a class project that ended up being selected to be presented to Il Fornello for them to use as promotional material for their brand.
The team:
Leslie Giron - Facebook
Finndlay Downer - Twitter
Isaiah Romano - Pinterest
