Case Study: Taco Bell achieves 4x reach and 3.7M app downloads with NetBase Quid

Taco Bell’s Micro Targeting Gets Macro Results

Taco Bell launched a mobile ordering app and wanted to extend a social marketing push beyond its existing followers to reach broader millennial audiences. The challenge was identifying and engaging the people most likely to install the app and place orders, not just drive awareness among current fans.

Using NetBase Audience 3D, Taco Bell built a 3.5M+ core audience and 90 emotion- and behavior-based micro-segments to enable precise targeting. The campaign drove more than 3.7M downloads, extended reach 4x versus its Twitter followers, delivered double-digit engagement and a 2.5x higher retweet rate, and produced app users who were over 20% more likely to purchase and spent more than $10 per order on average.

Taco Bell

Mihir Minawala

Manager of Social, Industry & Competitive Intelligence