THE CHALLENGE
A 1200+ location casual dining franchise needed a cost-efficient way to promote new menu items. The PlusUp team developed a social-only strategy to run four-week reach campaigns in test markets.
THE SOLUTION
Audience Selection: PlusUp leveraged Facebook’s machine learning capabilities by using a broad geo-targeted audience to reach the most qualified consumers within a 1-mile, 5-mile, 10-mile or 15-mile radius of each market’s stores depending on population density.
Reach & Frequency: Campaigns were designed with reach & frequency tapering off in order to achieve high ad recall lift in week one, with subsequent weeks serving as reminders.
Creative: A mix of creative assets were used in order to determine which ads resonated with the most customers. This approach enabled the client’s creative team to adjust creative accordingly before rolling out menu items on a national scale.
THE SUCCESS
CPMs were exactly on target, allowing campaigns to hit reach and frequency goals for each week
A positive sales lift resulted in the menu item being rolled out nationwide
More Success Stories
Digital Expansion + Local Marketing + Performance Monitoring + Optimizing Sales + Social Audit + CCPA Impact