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
More Success Stories
Digital Expansion + Product Launch + Performance Monitoring + Optimizing Sales + Social Audit + CCPA Impact