After strong performances in previous campaigns with GroundTruth, Dave’s Hot Chicken returned with a new goal—to drive more app downloads with the secondary KPI of driving more visits to select locations. To entice customers, Dave’s Hot Chicken offered a free slider or milkshake to sweeten the deal.
In a six-week campaign across 59 locations, the QSR chain utilized a blend of audience, real-time, and third-party app targeting on mobile screens. During the final two weeks, GroundTruth extended support through social amplification on Facebook and Instagram to enhance results.
Real Business Results
- Top Click-Driving Tactic: Location Audience QSR and Fast Casual Conquesting drove almost a quarter (23%) of all clicks, proving that reaching your competitors’ core customers can help you steal market share.
- Top Visit-Driving Tactic: Proximity and Loyalist Targeting each drove about 9% of all visits showcasing that mixing location and audience targeting solutions is the perfect combo.
- Most Effective Visit Rate Driver: GroundTruth Retail Block Targeting ensured ad delivery to potential customers near a Dave’s Hot Chicken location in real time and drove a 2.16% visitation rate.
Campaign Performance
Clicks
Visits driven by and attributed to GroundTruth media
Average cost per click on social ads
The buzz and rapid growth that Dave’s Hot Chicken has had since day one has been an incredible benefit for the brand, but we still have the opportunity to reach more potential guests that may not have heard about us yet or for whom we just aren’t top of mind yet. So, our goal has been to do just that by building a strong, foundational media infrastructure.
GroundTruth has been a great partner for us in that effort. They helped us get in front of the most relevant audiences on multiple screens while providing transparency into the true impact of our media on things that matter like in-person visits, sales, and return on ad spend, all of which allow us to make more efficient and strategic marketing decisions.
Brad Haley
CMO, Dave’s Hot Chicken
