Increased restaurant traffic by 24% through digital advertising channels
Burger King, one of the world's largest fast-food restaurant chains, has a global presence and is known for its iconic flame-grilled burgers and innovative marketing campaigns.
Analytics
Paid Media
UI/UX
Audience Segmentation
Goals
- Improve marketing cost-effectiveness.
- Attract new users from digital channels.
- Redistribute budgets to digital channels for audience restructuring.
- Enhance user interaction efficiency with the product.
Approach
To achieve these objectives, NinjaPromo implemented a comprehensive strategy leveraging data-driven insights and targeted marketing initiatives:
Data-Driven Insights
Implemented cross-device analytics and developed new KPIs for precise marketing performance measurement. Raw data collection from various sources enabled a deeper understanding of user behavior.
Paid Media Optimization
Shifted marketing budgets towards mobile app promotion based on data indicating a trend towards mobile device usage. Designed enticing welcome offers to attract and convert new customers, resulting in an increased influx of digital users.
UX Enhancement
Conducted thorough analytics of the user journey to identify checkout process weaknesses. Redesigned the checkout page to improve order numbers and conversion rates.
Audience Segmentation
Identified distinct audience groups through focus group surveys and post-view conversion analytics. Adjusted marketing strategies to target valuable audience segments, leading to increased restaurant visits from financially stable customer bases.
Execution
Analytics:
- Implemented cross-device analytics for comprehensive user behavior tracking.
- Developed new KPIs for accurate marketing effectiveness measurement.
- Collected raw data from advertising sources for in-depth user segmentation.
Paid Media:
- Shifted marketing budgets towards mobile app promotion to align with the mobile-centric user trend.
- Designed appealing welcome offers to attract and convert new customers, resulting in improved conversion rates.
UI/UX Optimization:
- Conducted thorough analytics to identify user interaction weaknesses.
- Redesigned the checkout process to increase order numbers and conversion rates.
Audience Segmentation and Targeting:
- Identified distinct audience groups through focus group surveys and post-view conversion analytics.
- Adjusted marketing efforts to target valuable audience segments, resulting in increased restaurant visits from financially stable customer bases.
Results:
Conversion rate (CR) increased by 17%.
Reduced Customer Acquisition Cost (CAC) by 25%.
Achieved a Return on Ad Spend (ROAS) of 132%.
Raised in-store purchases by 24%.
Increased new digital users by 37%.
Demographics of customers in offline restaurants underwent significant changes.
Conclusion:
In summary, Burger King’s collaboration with NinjaPromo yielded impressive results, including significant increases in new digital users and conversion rates. The strategic shift in marketing tactics, alongside changes in offline customer demographics and increased in-store purchases, demonstrates the campaign’s effectiveness. Reduced Customer Acquisition Cost (CAC) and improved brand loyalty underscore the efficiency of this transformation, positioning Burger King for continued success in the evolving digital landscape.
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