Seeing an opportunity to win market share and drive long-term growth, Paul Urbina
required a targeted campaign to entice consumers to try Papa John’s over the competition.
Using predictive intelligence from the Valassis Consumer Graph™, including location and
behavioral data, we targeted heavy QSR users and customers of other top pizza brands.
This allowed us to be efficient and effective with Paul’s advertising budget — and engage
the right people.
To motivate those customers to act, Papa John’s wanted to promote their large/extra-large
pizza offer. Marketing insights show that during COVID-19, more people are staying at
home, spending more time on their digital devices, and placing restaurant delivery and
carryout orders from their smartphones. So we devised a multichannel advertising
strategy, sending Dynamic Mobile ads to neighborhoods already receiving Direct Mail
Inserts.
The campaign drove high engagement — surpassing the industry average click through
rate — and most importantly, a 14.3% year-over-year sales lift.
