Case Study: DiGiorno achieves a 6-point lift in purchase intent and 8-point ad recall boost with Facebook video ads

Using Facebook video best practices to bolster pizza sales

DiGiorno, the frozen‑pizza brand known for its Rising Crust, wanted to convince people to choose frozen over delivery for planned occasions. Research showed delivery was used more often for get‑togethers, so DiGiorno’s challenge was to find a standout way to demonstrate that straight‑from‑the‑oven pizza creates a better experience and to “steal” those occasions back.

The brand ran a social experiment using facial‑recognition insights and built short teaser videos for Facebook and Instagram following platform best practices (sound‑off autoplay optimization, strong branding, vertical Stories). Targeting 25–54-year-olds with pizza interests plus lapsed and heavy buyers, the month‑long campaign reached 21 million people and produced a 6‑point lift in purchase intent and an 8‑point increase in ad recall.

DiGiorno

Jeff Hamilton

President