Lack of awareness and a limited awareness of what sets Papa John’s apart from the competition were the two primary challenges we were looking to combat with the first Alberta-based campaign we developed.
The online brand presence for Papa John’s was not cohesive and was lacking engagement.
We recommended refreshing the brand’s tone, look, and messaging to highlight what ultimately makes Papa John’s the better choice – better ingredients. In order to emphasize all the great things that Papa John’s is and to combat some misperceptions, we took the approach of highlighting what Papa John’s is not.
To increase brand awareness, we needed to create more conversation and interest in the brand in the online environments. We managed content and responsiveness on social media platforms, made sure a positive customer experience was being provided, and took over management of online reviews to ensure a consistent approach to online reputation management. We also created a number of online advertisements for Papa John’s on Facebook, Twitter, Instagram and Google as well as CTV Pre-roll and OilersNation.
The campaign generated a lot of word of mouth and increased visibility due to the fact that the messaging was incorporated into highly visual mediums including transit shelters, arena posters and rink boards, buses and LRT, and billboards. We also engaged in sports-related advertising, television, radio and online executions on Google AdWords, Facebook, Instagram, Twitter and YouTube. We were able to really maximize the budget provided to provide the high reach and frequency required.
Ads we ran on Facebook and Instagram over a four month period resulted in 2,867,928 impressions and 4,277 completed online transactions. With the average ad cost per transaction between $1 – $3, and an average order size of $20, the return on investment from these ads was quite high. Through constant monitoring and continual optimization, we increased followers, conversions and impressions, all while achieving low costs per click and conversion.