Driving New Sales: A Case Study with Black Angus Steakhouse
Holiday-level Sales
Highest Viewed Item on Social Media
Increased Brand Awareness
01.
Context
Black Angus Steakhouse makes it their mission to provide memorable experiences to their guests. Not only are they providing excellent food and service in their restaurants – they have extended that experience to their customers’ own homes.
In 2022, they launched the Black Angus Meat Market, a retail meat program that’s available in all 32 stores and nationwide.
To launch the initiative, we created a commercial and a cooking show series. These videos advertise the market, but also show guests the quality of ingredients and how much effort the Black Angus team puts into preparing their food.
Not only did it help sell and launch the retail meat products, but it just widened the awareness of our brand across the entire United States.
Play the video to learn more from our client – Deborah Shapiro, the VP of Growth at Black Angus Steakhouse.
02.
Our Approach
It was important for us to capture the quality of the food, including the “sizzle” of the steak.
The iPhone can film 4K footage. And with the tools of our remote video kits (including lights, tripods, and a microphone), we can record all the important details.
By using a mix of wide establishing shots, mid-range shots, and close-ups, we were able to get mouth-watering footage that encouraged viewers to buy a steak (or two or three!)
Short Commercials Work Better
After testing a 15-second and 30-second commercial, we discovered that the first ten seconds is what everybody was playing. So we remastered the commercial and ended up creating a 10-second version.
- Facebook reported that 74% of the value in a video is delivered in the first 10 seconds. (Meta Nielsen report)
- A study by LinkedIn found that videos under 30 seconds reported a 200% lift in view completion rates. (LinkedIn video ad tips)
03.
Outcomes
With the help of these videos, Black Angus successfully launched their retail meat market. They reached holiday-level sales during the off season. And it gave them national coverage!
The whole initiative expanded on their mission to deliver memorable experiences from their restaurant to people’s own homes. Chef Fernando’s cooking series engaged viewers with mouth-watering moments, and taught them how they can achieve results in their own kitchens.
Results
- Holiday-level sales
- The commercial is their highest viewed item on social media
- Increased brand awareness
