Building Profitable Transactions
Papa John's franchisees had built much of their business through heavy discounting primarily through sports sponsorships. While the sports audience remained very important to the brand, the brand needed to build more profitable transactions.
Shift from discounting to value
Brandience developed local market messaging that helped shift the consumer mindset from discounting to quality ingredients and value to better align with the national Papa John's focus.
Brandience tapped into our experience as a digital marketing agency for restaurants, focusing on media channels that continue to reach the sports audience. Social media continues to be a valuable channel. We needed to maintain the high level of engagement the brand received from past sports activations, as well as the bottom of the funnel sales opportunities social media provided for online pizza sales.
Sports influencers beat sports activations
Brandience identified and onboarded sports influencers to expand our reach and tout the new product messaging (not discounts). We paired that with a strong paid social media layer. These highly focused initiatives replaced discount activations and proved to be a winning formula.
98% return on ad spend
Local market campaign results saw a 244% increase in online purchase conversion value along with a 98% increase in Return On Ad Spend (ROAS).
- Brand Strategy
- Data Analytics
- Social Media