Case Study: Bon Appétit

Bon Appétit is a widely popular American food and entertainment magazine owned by global mass media company, Condé Nast. Subscribers of the magazine gain access to exclusive recipes, cooking tips, restaurant recommendations, and more.

In efforts to leverage great existing content for a holiday campaign, Bon Appétit sought out the playable format to give users a quiz-like interactive ad experience to find the right recipe for the holidays.

The Solution

The lead-in video, a 7 second video that precedes the playable ad running on Facebook, entices users by showcasing the four different cookies the users might choose. The playable itself has users clicking through a handful of fun questions like, “What is the best season?” and “Which ingredient would you take with you on a desert island?” The end card reveals the cookie the user matches with, a fun description, and a CTA prompting users to subscribe to Bon Appétit. The playable itself stays true to the Bon Appétit brand while giving users a fun and engaging way to taste the content before subscribing.

Bon Appétit Lead-In Video and Playable Ad

View the lead-in video and playable ad HERE

The Results