Working closely with Facebook, we created one of the first Facebook Canvas ads in the category. And then went back for seconds.
In the first ad, the goal was to promote the extensive amount of breakfast offerings that you can get only at IHOP. Secondly, the foods were paired with moments, both big and small that can happen to anyone, at any time. Third, wrapped around moments, IHOP is the centerpiece to sit and celebrate, and make these moments better any time of day.
In the second ad, Users were encouraged to check out the Fresh Fruit offerings from IHOP along with the ability to order them as French toast or crepes. Highly craveable food images were shown, and the canvas ad was primarily all video. Price point was also used as an important traffic driver.
In both Canvas ads, once the User finished exploring, driving directions to their nearest IHOP would then appear on their screen.