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THE CHALLENGE

A 3,000+ location QSR brand needed to find a way to use social media to amplify national messaging across 40+ markets, all with varying audience sizes, budgets, and marketing needs.

THE SOLUTION

Campaign Set Up: Campaigns were established by DMA and follow the brand’s national monthly marketing schedule, using automated systems to ensure proper budgeting by market.

Optimization: PlusUp tested optimizing for store visits and for reach, finding that reach campaigns translated to higher in-store traffic and lower cost per visit for this QSR brand.

Audiences: Tested various audiences (look-alike, QSR interests) and found that broad geo-targeted audiences performed best as they leveraged Facebook’s machine learning capabilities.

Reporting: Custom Web-based analytics were created with an aggregate view of spend and KPIs but also filtering by market and campaign for detailed analysis.

THE SUCCESS

  • The campaigns reached more than 24 million people over 12 months

  • Each monthly campaign reached >40% of the audience with a frequency of 1-2x/week

  • CPMs decreased 50% year-over-year