Burger King
Case Studies, Digital, Integrated
The challenge.
In late 2015, when we won a National QSR Hawaii franchise account, the statewide, 24-store chain of Burger Kings had recently emerged from lackluster marketing performance. For the better part of a year, the region had managed flat or declining year-over-year sales and transaction volume, resulting largely from ineffective advertising.
details
Categories: Case Studies, Digital, Integrated
Approach
Our first step was to evaluate the traditional media plan. Efficiencies in targeting and pricing that would enhance the strategy were quickly identified. Additionally, a hyper-local digital schedule, including sophisticated behavioral targeting, was implemented to compliment the off-line media. Next, corporate mainland creative was localized to enhance its effectiveness in increasing consideration by the local Hawaii target market. In addition, a robust and cost-effective events plan was created to increase community visibility. In Hawaii, accentuating a strong and sustained commitment to the community is imperative for a mainland brand to succeed, so with that in mind, we guided a number of highly successful events for the brand.
Approach
Our first step was to evaluate the traditional media plan. Efficiencies in targeting and pricing that would enhance the strategy were quickly identified. Additionally, a hyper-local digital schedule, including sophisticated behavioral targeting, was implemented to compliment the off-line media. Next, corporate mainland creative was localized to enhance its effectiveness in increasing consideration by the local Hawaii target market. In addition, a robust and cost-effective events plan was created to increase community visibility. In Hawaii, accentuating a strong and sustained commitment to the community is imperative for a mainland brand to succeed, so with that in mind, we guided a number of highly successful events for the brand.
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Results
We have been gaining traction for our client, and growing market share. The Hawaii region has posted year-over-year increases in sales and transaction volume in every month of 2016. During several of these months, increases have exceeded 10 percent.
