Dave's Hot Chicken utilized a Geomarketing media mix to increase app downloads, online orders, and in-person visits. In a six-week campaign across 59 locations, the QSR chain utilized a blend of audience, real-time, and third-party app targeting on mobile screens. During the final two weeks, extended support through social amplification on Facebook and Instagram to enhance results.
Real-World Behaviors
To optimize reach and impact, mobile display units supported all six weeks of the campaign flight. There was a healthy mix of targeting tactics and multiple creative sizes to ensure maximum reach. The targeting mix included both real-time location targeting and audience targeting.
The team amplified the campaign with targeted ads across social media, utilizing both Facebook and Instagram. The rare advantage? Since Tridence Spear managed the social campaign, we layered our unique audiences on top of the standard audiences within the respective platforms to achieve additional reach and connection to the mobile campaign.
Real Business Results
The mobile campaign proved successful in driving both online and in-store performance. Overall, the campaign reached 12 million potential customers, driving 44,800 to click to learn more while influencing over 10,000 diners to visit a Dave’s Hot Chicken location near them.
- Top Click-Driving Tactic: Location Audience QSR and Fast Casual Conquesting drove almost a quarter (23%) of all clicks, proving that reaching your competitors’ core customers can help you steal market share.
- Top Visit-Driving Tactic: Proximity and Loyalist Targeting each drove approximately 9% of all visits, demonstrating that combining location and audience targeting solutions is the ideal approach.
- Most Effective Visit Rate Driver: Retail Block Targeting ensured ad delivery to potential customers near a Dave’s Hot Chicken location in real time and drove a 2.16% visitation rate.
"The buzz and rapid growth that Dave’s Hot Chicken has had since day one has been an incredible benefit for the brand, but we still have the opportunity to reach more potential guests who may not have heard about us yet or for whom we aren’t top of mind yet. Our goal has been to achieve this by building a strong, foundational media infrastructure.
... They been a great partner for us in that effort. They helped us reach the most relevant audiences across multiple screens, providing transparency into the actual impact of our media on key metrics, such as in-person visits, sales, and return on ad spend. This transparency enables us to make more informed and strategic marketing decisions".
Brad Haley
CMO, Dave’s Hot Chicken
