THE CHALLENGE
A 1200+ location casual dining franchise looked to determine if a higher digital media mix will drive a significant incremental ROAS. This test was executed by running campaigns on Facebook and YouTube in two test markets in lieu of television and radio advertising.
THE SOLUTION
Market Selection: Two markets were selected to run Facebook and YouTube campaigns with 60% digital and 80% digital budgets. A comparable control market ran business as usual with 40% of its budget executed in digital.
Campaign Set Up: The same offer was promoted with creative optimized for each channel. Creative was refreshed at the halfway point.
Audiences: PlusUp targeted broad audiences within a 5 mile radius of all stores in the DMA based on the population density.
THE SUCCESS
Both markets saw an increase in sales of 11% during the test period
There was an incremental ROAS of $1.70 for the 60% digital market
The 80% digital market had an incremental ROAS of $2.70
More Success Stories
Local Marketing + Product Launch + Performance Monitoring + Optimizing Sales + Social Audit + CCPA Impact