Honey Dew Donuts | GroundTruth Results

New England’s largest locally owned donut and coffee shop, Honey Dew, has been serving up confections and morning brew for over 50 years.

Real-World Solutions

The brand and their agency partners, Goodway Group and Mediaworks, tapped GroundTruth to drive visitation to specified locations and increase awareness for their “give one, get one” gift card campaign.

The one-month campaign masterfully leveraged Connected TV (CTV) ads that resulted in a 96.08% video completion rate (VCR) driving over 600 visits to key stores identified by Honey Dew.

Let’s dive into the strategies and tactics used to boost visits and brand awareness for Honey Dew.

Tactical Strategies

In order to drive donut and coffee enthusiasts into their locations during the holiday season, Honey Dew broadcast their message across CTV screens. The :15 second advertisements included a QR code that viewers could scan to learn where the nearest location was.

The targeting behind the ads were powered by real-world behavior, and a blend of tactics was employed to boost brand awareness and store visits during their gift card campaign. The brand used a combination of location-based audiences, behavioral audiences, and zip code targeting to reach the right consumers, at the right time.

Location Audience Targeting

Targeted Honey Dew loyalists, competitors, and high-indexing brands.

Behavioral Audiences

Reached consumers identified as the brand s target demographic groups such as Moms, Millennial Parents, Commuters, and Young Drivers.

Zip Code Triggering

Focused on geographic areas with a high propensity to visit a Honey Dew store.

Real Business Results

By strategically combining behavioral and location-based audience targeting on CTV screens, Honey Dew effectively commanded the attention of their target audience and informed them of their BOGO gift card promotion.

The hyper-targeted strategies and captivating creatives garnered a 96% video completion rate (VCR) and a visitation rate (VR) that was 3X over the benchmark set for the campaign. The month-long campaign also saw 904K impressions, further displaying its effectiveness in boosting brand awareness.

On a granular level, VCR was highest on Saturdays while visitation peaked on Sundays. Females aged 45-54 drove the highest levels of visitation, closely followed by males 55-64.

Through their partnership with GroundTruth, Honey Dew was able to increase both brand awareness and sales during the holiday season and maintain their spot as one of New England’s favorites.

By the Numbers

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Impressions

Our partnership with GroundTruth was an effective tool in raising awareness and driving store visits and sales for Honey Dew’s Holiday gift card campaign. GroundTruth’s precise targeting of key audience segments within our core geographic areas, down to the zip code level, ensured that we maximized ad spend and delivered quantifiable results. Combining Mobile Display with their CTV product in subsequent campaigns has elevated our performance and grown our partnership with GroundTruth.

Dana Briggeman

Senior Media Strategist, Mediaworks

Honey Dew Taps GroundTruth CTV to Drive Brand Buzz and Store Traffic

New England’s largest locally owned donut and coffee shop, Honey Dew, has been serving up confections and morning brew for over 50 years.

Real-World Solutions