Case Study:

Global pizza chain sees a 24x return on their advertising spend with UNiDAYS


How we devised a custom set of solutions to help this global pizza chain increase its restaurant goers by 127% in one month.

About the Brand

A global fast food pizza restaurant chain with over 18,000 restaurants worldwide in over 100 countries.

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The Challenge

Typically a quieter period for the hospitality industry, January presents many challenges for food brands trying to maintain consumer spending. This world-renowned food brand was no different and therefore wanted to drive covers over this month.

The Goal

Drive students in restaurant to increase covers in the month of January.

The Objectives

  • Increase social engagement & followers
  • Position brand as a casual dining destination of choice for students in the month of January
  • Raise awareness of the pizza group as a vegan friendly destination

The Solution

A custom strategy leveraging student incentives, advertising solutions and custom content managed by UNiDAYS. Working closely with the pizza brand, we devised a multi-faceted strategy across guaranteed channels of engagement consisting of the following:

  • Limited time boosted discount of 40%, instead of the usual 20% to drive covers
  • A ‘tag a friend’ competition to increase social following
  • Vegan topic blog post featured on the UNiDAYS Edit blog to help drive engagements from the UNiDAYS site

The boosted discount and competition were amplified to target our verified audience and a prospecting audience of lookalike data segments of similar users across Instagram, Snapchat and Facebook.

 

The Results

This bespoke strategy was hugely successful in both increasing covers and depicting the pizza brand as a destination for students. Millions of impressions were served to hundreds of thousands of students across social channels, creating awareness of the pizza brand.

The limited time boosted discount resulted in 8,000 code redemptions—which represents 127% increase in covers over January. Conversion rates increased to 20%, which is double than previous months, surpassing many of the pizza brand's benchmarks.

1,562

followers gained on social media

8,000+

in-restaurant code redemptions

127%

increase in covers over January

24x

return on advertising spending

1.36%

click-through rate

39,000

UNiDAYS code engagements

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