What is in this article?:
- NRN Social 200: YouTube videos boost Del Tacoâ€™s gains
- 'Epic' YouTube success
- Pictures of success
'Epic' YouTube success
Lake Forest, Calif.-based Del Taco had a banner month in November, scoring the top weekly growth in Social 200 index scores in the first and second weeks of the month. The quick-service brand’s score rose 30.1 percent in the first week and 30.3 percent in the second week, to 19.11.
Del Taco elicited the biggest gains in engagement during the first half of November from promoting its new Epic Burritos lineup on Facebook and YouTube. The chain is one of the few brands tracked in the Social 200 to derive the greatest part of its index score from the YouTube component, which in the second week of November was 7.77 out of the total 19.11 — compared with 7.61 for Facebook and 3.72 for Twitter.
The chain’s commercial for the Epic Burrito features a compilation of “epic fail” videos — people wiping out trying to do a motorcycle jump or failing to successfully leap into an above-ground pool — with the suggestion that if the viewers’ day cannot be epic, at least their burritos could be.
Del Taco also refreshed the new-product news in several ways on its Facebook page throughout the month. It announced the limited-time offer’s launch as “breaking news” in a Nov. 7 Facebook post that grew engagement metrics considerably from the averages of the brand’s typical posts. The first one, showing all three varieties of new burrito, received 725 likes, nearly 60 shares and nearly 60 comments.
The brand also changed its cover photo to a banner picture of the burritos’ official food shot, garnering similar engagement metrics. Del Taco shared the YouTube link on its Facebook page as well.
Hardee’s also gets the biggest portion of its engagement from YouTube, as it did during the last week of November when the YouTube component of 10.23 accounted for most of its 24.33 index score. That week, Hardee’s Social 200 score increased 11.8 percent, based largely on the strength of a YouTube clip and complementary Facebook post sharing the brand’s latest commercial for its new hamburger buns.
As it often does in its advertising, Hardee’s laid on the double entendre rather thick to talk up the fact that its buns are now baked fresh in stores. The commercial shows Hardee’s target demographic of “young, hungry guys” gawking at the posteriors of nearby females and commenting, “Nice buns,” only to reveal that the guys were in fact talking about the bread holding together their Hardee’s burgers.
The commercial has received more than 30,200 YouTube views, and the Facebook post sharing the link received nearly 4,000 likes and nearly 100 shares.