QSR Uses Programmatic to Track Offline Activity

QSR Uses Programmatic to Track Offline Activity

QSR Uses Programmatic to Track Offline Activity 1707 853 Keynes Digital

24% Lower Cost-Per-Walk-Through with Hero Menu

Overview

A national Quick Service Restaurant (QSR) approached Keynes Digital to understand how effective their digital ad campaigns were in driving new customers to their brick and mortar locations. Due to COVID-19, most QSR’s struggled with an abrupt shift in consumer behavior from “on the go” purchases to making everything at home. This brand’s marketing was forced to pivot fast, so they started looking for a partner who could track user walkthroughs. This was their first attempt at online to offline tracking and thought testing different messaging and locations would help drive more insight to their marketing efforts.

Keynes Digital’s integration with Foursquare positioned us perfectly to serve, track and report on their Cost-Per-Walk-Through (CPWT) data. Our fully transparent and granular dashboard allowed this nationwide QSR brand to understand what was successful and how impactful their campaign messaging was in driving customers back to their stores.

Test Metrics

24%

Lower CPWT on Hero Menu Creatives Compared to New Menu Item Messaging

10%

Higher Engagement Rate on Hero Menu Creatives than Seasonal Menu Creatives

Approach

Establish an Audience Targeting Approach

Keynes Digital set up three major target audiences: 1) Users who frequently visited the QSR’s locations and had a high likelihood of pausing due to COVID-19. 2) Users who currently frequent competitor locations. 3) Lookalike segments based on users who are current frequent consumers.

Create Benchmarks to Reach Success

As this brand had not been tracking their online to offline channels in any detailed way, this was their chance to establish top performing messaging, products, audiences and time of day to deliver ads to a user.

Partner with Foursquare

Foursquare has the ability to build specific audiences based on where a user has previously visited (Geo Farming). Through our integration, they give us the ability to track the users we served digital ads to who physically visited a specific QSR location. This full circle reporting means Keynes Digital can target users visiting the brands competitors and track how many of them visited the brands locations after.

Conclusion

At the end of the test, Keynes Digital was able to present this brand with learnings to help all other marketing channels. Customers who were served the brands Hero Item Menu creatives saw a 24% cheaper CPWT then customers who were served a New Item Menu creatives. Those Hero creatives even saw a 10% higher engagement rate than the Seasonal Item ads. This proved that the brand’s Hero products drove consumers to their stores over other products and that their in-store experience must educate consumers on the items on the QSR’s New Menu.