Case Studies

Facebook Campaign Drive 10:1 ROI

CAMPAIGN OBJECTIVE

Drive awareness, traffic and trial of new FCD concept and products.

EXECUTION

6 Week Campaign
Broad audience was 18+, Interests in
pizza/salad/fast casual concepts
Retargeted people that clicked and
deployed ads to Look-a-likes

SOLUTION

Develop an acquisition FB campaign featuring salad creative and national deals. Focus on targeted demo and look-a-likes.

RESULT

ROI was 10:1
Campaign drove $20,840 in
trackable online revenue
Social engagement positive
with 178 posts/shares
Click thru rate .2 which is
better than average

Applebee’s Late Night Mobile Campaign

BACKGROUND

WHG remodeled many of their Applebee’s restaurants in WI. Late Night was also a key priority during this timeframe for the client. It was a great opportunity to execute a promotions surrounding Late Night while driving awareness of the newly remodeled restaurants.

EXECUTION

Advertised several mobile promotions 4X over twelve weeks geo-targeted to A18-34 within a
three to five mile radius of the restaurant.

SOLUTION

Execute mobile marketing promotions targeting restaurants industry personnel in the area.

RESULT

Grew Late Night sales 15% over prior year. Transactions and drink sales increased significantly due to promotions and deals offered. Frequency of current customers also
increased during the promotion.

KFC Daily Deals Drive Foot Traffic in Urban Trade Areas

BACKGROUND

The chicken segment in the Philadelphia market is extremely competitive for KFC. Mom and Pop’s as well as Popeye’s have a strong brand and market share. Inner city locations are valueoriented with a large amount of foot traffic in highly populated neighborhoods.

EXECUTION

Develop in-store merchandising elements targeting the foot traffic at inner city restaurants. Drop Direct Mail 3X over twelve week period to drive awareness of the promotion. Target was 2-3 mile radius surrounding the store.

SOLUTION

Promote value-oriented, individual products and COB offerings including side and drink for consumers on the go/heading home to dinner.

RESULT

Test restaurants achieved +2.72% sales growth over the twelve-week period, ROI was 2.4:1. The test out-performed the control in net sales as well as transactions. Check was down versus control due to the high discount of the deals. High AA restaurants out-performed Hispanic restaurants for coupon redemption. The 7 Pc COB and Meal offer allocated for sixty-percent of the deals redeemed, while Wings bundled deals and 12 Pc Meal accounted for seventy-two percent of coupons redeemed.

Successful Louisville Local Campaign Becomes a National LTO

BACKGROUND

Client believed there was a big opportunity to grow sales by promoting Wings and Pasta in the Louisville market. He requested sales analysis and research to back-up his theory as well as a recommendation on how to promote Wings and Pasta in his market..

EXECUTION

Through analyzing sales data, it was determined that the opportunity included only Wings and not Pasta. Pasta sales mix had declined over several years and did not improve when
promoted on TV. Program was launched on TV, print, and in-store POP with a $.50 Wings offer.

SOLUTION

Gather research and analysis to guide direction on media as well as creative and offer.

RESULT

Sales grew 4% over the twelve week timeline. The promotion drove lunch sales as well as week-end Wing sales. The $.50 Wings promotion was so successful that it was launched nationally.

Pizza Hut Doorhanging Drives Off-the-Chart Growth

BACKGROUND

Pizza Hut moved an old Dine-in restaurant across town. Due to construction issues, the brand went dark for several months.

EXECUTION

Doorhang entire trade area over span of three days. One creative execution with aggressive offers and map to new location.

SOLUTION

Build awareness of the new location while changing consumer habits of going to the old location.

RESULT

Positive ROI achieved week 1:

46% increase in Traffic
36% increase in WPRA
Ranked #1 in sales growth for the
company