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How IHOP Got Personal for National Pancake Day 2016

If you’re IHOP, National Pancake Day is kind of a big deal. Since 2006, the company has celebrated its namesake holiday by offering consumers a free stack of pancakes for an optional donation to charities in the communities in which IHOP operates.

YA’LL GET FREE PANCAKES!!! Learn more here: https://t.co/R9t3nNT8ZB pic.twitter.com/BrKCcTXhEh

— IHOP (@IHOP) March 3, 2016

With $20 million raised since 2006 and a 2016 goal of $3.5 million for the Children’s Miracle Network Hospitals and other local charities, IHOP upped the social media ante this year by inviting 7.3 million of their closest Twitter friends—by name.

Adweek IHOP

Image via Adweek

Using Twitter’s Tailored Audiences feature, the company personalized Promoted Tweets with users’ names and a GIF of syrup pouring over a stack of pancakes in each ad. According to Adweek, to do this at scale, the company’s agency MRM//McCann “set up 37 custom audiences based on 20 popular names and their derivatives.”

pancakes on #NATLPancakeDay be like pic.twitter.com/lPNVLnwoB6

— IHOP (@IHOP) March 4, 2016

In addition to personalized ads, IHOP rose awareness for National Pancake Day on March 8th with its signature mix of GIFs, memes, and other comical tweets targeted at the company’s millennial audience.

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