Pieology Brand campaign
Blending Physical w/ Digital - Delivering a trackable 7x ROI across In-store visits and online orders for 100+ Pieology locations.
Bastion was given the challenge of generating Incremental in-store and online ordering revenue for 118 Pieology locations by focusing on new guest acquisition. We approached this campaign with a full-funnel methodology, as we always take Into account the full spectrum of the consumer's path to purchase. We focus on building demand and inciting action -- and allow each tactic to be optimized according to the most relevant set of KPIs.
We built out several target audience segments to match each stage of the purchase journey, utilizing a combination of 3rd party behavior-based segments, 1st party retargeting segments, and geo-fencing to target people who have walked Into a competitor store, or a Pieology (but not recently).
To ensure we remained true to our "new user acquisition" goals, we applied negative targets to all Pieology store visitors In the last 60 days, the Pieology loyalty list, and anyone who placed an online order In the last 60 days.
Within 7 months, the Pieology campaign delivered over 27mm Impressions to our target audience segments, Influencing over 8,500 physical store visits and better than a 7x ROI between physical store visits and online order revenue.
Results:
Franchise Involvement: > 300% vs. previous programs
New Customer Acquisition: > 200% vs. previous programs
In-store footfall: provided ability to track new metric
CPM & CPC: > 30% improvement