The Challenge

Panera Bread, a casual bakery-café restaurant chain, was looking to generate buzz and raise awareness for its new delivery service in local markets across 27 new cities in the US. The brand also wanted to be able to generate creative assets that could be repurposed for national marketing activations. 

The Solution

Social Native’s cutting-edge geo-targeting capabilities enabled Panera to activate local creators who have a loyal following within a 10-mile radius of one of 27 new markets to create authentic excitement for the delivery option. The cities ranged across the US from Phoenix, Austin, Las Vegas, Cleveland, Milwaukee, and more.

The Results

Panera Bread generated over 500 authentic images and videos, reached over 11 million potential consumers, and saw an average engagement rate of 4%. The brand also ran the library of content as paid ads.

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