Case Study |

To reach the goals put before us, we first introduced Papa Johns to a few of our proprietary technologies. We began by using RainBarrel, which collected device IDs that landed within PJs franchisee delivery radii and also focused on capturing their competitor locations to increase brand awareness and shift customer habits. Our client’s creative display ads and promotional deals were then targeted towards these devices. 

To ensure each store was fairly advertised, LoKnow set aside a dedicated budget for each franchisee. Our unique Hyper-technology allowed us to geo-target a radius around each store and delivery areas to capture devices with the qualities the client was looking for. With that data, we were able to better understand where our audiences were coming from and what food options were accessible to them. Once the ads targeted to these specific devices worked their magic, new customers began to visit Papa Johns online sites and locations. This allowed us to begin to lift the consumers to higher-margin items by targeting specific ads to them.

In November 2019, the client had requested to reduce their overall spend for the year. This had posed a unique challenge, as all platforms were converting very well after 10 months of learning and optimization. We shifted focus, by pooling the budgets, our campaign was able to optimize and serve ads to people most likely to convert across all geographic areas and focus on sales. With a bit of tweaking here and there, Social and Search became extremely successful as we optimized for purchases rather than new website traffic which had already been established. Using simple branded keywords and competitor focused keyword targeting, Papa Johns began to see the results they needed. Maintaining high brand awareness while strengthening their conversion rate; pizzas were flying through the oven!