Our Goal
A QSR pizza restaurant wanted to test the impact of integrated campaigns targeting the closest households and the farthest households, within a 5-mile radius of its location.
Get StartedOur Innovative Strategy
Identify the highest-value target audience
Used A/B testing to target the nearest households and those farthest away within a 5-mile radius of the location.
Analyze and determine the right media to engage that audience
Own Your Backyard: The closest 25% received integrated print + digital. 82,116 households + 1.4 million digital impressions covering one DMA.
New Eyes: 10% of households located the farthest distance but within a 5-mile radius received integrated print + digital. 32,290 households + 622,018 digital impressions covering two DMAs.
Control: Remaining 65% of households (mid trade-area) received print only. 221,536 households covering three DMAs.
Quantify performance expectations and activate
Client benchmark was to achieve a clickthrough rate of 10%.
Results
Print + Digital Combined
OWN YOUR BACKYARD
Response to print + digital by nearest households:
- 1,181 website visits
- 564 store visits
- 361 new visitors (64%)
NEW EYES
Response to print + digital by farthest households:
- 824 website visits
- 268 store visits
- 159 new visitors (59%)
CONTROL GROUP
Response to print only by control group:
- 2,869 store visits
- 1,993 new visitors (69%)
Results
Print Only Control Group
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