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