Our client is the world’s second-largest fast-food restaurant chain, as measured by sales revenue. The company operates over 22,000 locations in 150 countries. Having been in business for over 93 years, the brand is one of the most well-known and admired companies globally. Its secret recipe is a key factor in its successful product line which propelled the brand to become a prominent figure in American cultural history.
ROI
0%
More impressions
0%
More clicks
0%
Industry
Fast Food
Objective
Sales, App Install
Media
Display, Video, Google Search
The challenge
The client was primarily after popularizing their app for ordering online as well as customer engagement and retention via special discounts, monthly promo packages, coupons and their member’s club program. They also had a partnership campaign with Waze where customers would be pointed to the nearest physical restaurant address if they preferred to dine in. An unexpected challenge here came from Google when they stopped the ability to advertise in our chosen territory via Waze, so we had to pivot our strategy and continue to pursue our marketing goals through alternate means. To add to that, during our partnership the world was hit by the COVID-19 pandemic, which manifested its strongest effects on the marketplace as our campaign was in progress.
Key results
Our program consisted of 87 different campaigns, ran over the course of about 16 months. It generated a return on our client’s advertising budget of approximately 1083% through sales revenue both via the app and in physical locations. Moreover, their online exposure grew significantly with impressions growing 136% and clicks increasing by 33% contributing to a significant overall brand lift in the territory where we advertised.
The solution
To pursue our client’s goals, we ran аseries of interactive display ads to promote their mobile app and to drive traffic both online and offline. We ran another set of ads for product delivery, which proved to be very effective in the height of the pandemic.
We also ran separate brand and product category campaigns for their bucket product line, their sandwiches as well as their promo menus offered at special promo prices. Of course, we advertised their core products as well, running both display and search ads for their fried chicken, chicken wings and secret recipe themes to maintain their popularity and to keep them at top-of-mind with our target audience.
During the summer months, the client issued their Summer Coupons, which we ran separate ads for in both display and search formats. These ads further contributed to our exceptional return on advertising investment.
Lastly, we pushed our client’s employer brand to highlight their culture, values and what opportunities they offer for growth with the organization. These communication efforts were the finishing touch, contributing to a well-rounded digital strategy that aimed to present our client’s business as not only an organization that continues its legacy of providing exceptional product that is easily accessible, but also an organization that can propel one’s growth both personally and professionally.
