Case Study: IHOP drives awareness and in-store traffic with TikTok for Business

How IHOP Increasing awareness and driving in-store traffic with In-Feed ads

IHOP partnered with TikTok for Business to promote its 2021 Halloween limited-time menu and drive awareness among millennial food lovers as in-person dining rebounded. The challenge was to create buzz for the “International Haunted House of Pancakes” campaign and encourage customers to visit restaurants.

TikTok for Business ran creator-led In-Feed ads featuring @IsaacLikes_, using TikTok Ads Manager with Reach and interest/behavior targeting around themes like fall, autumn, and pancakes. The campaign reached over 33 million users, generated 134,000+ clicks, 289,000 likes, and 2,000 shares, delivered a +8.4% ad recall lift, and achieved 26% lower CPM than the TikTok benchmark. Foursquare Attribution also showed a 1.81% behavioral lift in store visits, with 5.42% of exposed users visiting an IHOP location after seeing the ads.

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