Case Study

 

Restaurant Delivery – Digiseg Audience Data pushes Conversions up 460%

Campaign Goal: Promote a weekend’s promotion of 1+1 meal for free

Challenge:

This restaurant chain wanted to promote its delivery service in order to increase the number of orders placed. A broad campaign was problematic for a few reasons. First, the service was restricted to high density areas, so a blanket campaign would result in wasted media spend.

Additionally, the client wanted to home in on people who are likely to order out frequently. Given that 75% of the app orders it received were from customers who are 35 years old or younger, the client wanted to focus on that demographic.

Audience: Create a custom audience of young urban people who tend to order food for delivery.

Targeting Strategy:

Digiseg recommended targeting households located in cities and suburbs in commuting distance to those cities. We also recommend layering on consumers who are young singles and couples, and young couples with children — in other words, people who don’t always have the time and energy to prepare dinner every night. Finally, we recommended adding the high tech-level to the mix as they are already comfortable using on-demand apps, and also lead busy lives.

take away

Composition: Neighborhood C,D + Lifecycle A,B + Tech-level C

Results: The Digiseg audience segments successfully targeted people likely to place orders for delivery, as evidenced by the impressive increase in orders placed:

Impressions CTR Conversions
400k 2.41% +460% more orders week to week