The Client: Papa Johns
The Project: Driving Regional Market Traffic & Sales
The Challenge: Papa Johns national advertising needed optimization in key markets with local linear video exposure
The Solution: Leverage our local expertise in major DMAs to effectively double the brand’s exposure on a decreased budget
The Result: Consistent AUV increases in these markets, resulting in happy, satisfied and profitable franchisees
Assessment:
Regional multi-unit franchisees felt that they were not getting their share of market ad dollars and exposure. The national agency attempted to optimize these markets but in a test comparison, Always On proved the imbalance between markets and ultimately dominated on ROAS.
Strategy:
Our proprietary approach is simple and highly effective and has always worked. And for Papa Johns, that meant increased Pizza Prime TV time. We worked with several leading stations in each market to create sustainable schedules that met the pizza prime dayparts and our effective reach quotient which essentially is more than enough effective exposure to create the desired consumer action.
Performance:
Consistent traffic and sales increases, raising AUV’s by 5.5% ongoing for over five years, resulting in a stronger co-op and more satisfied franchisees.
