CASE STUDY
GroundTruth Wins I-COM Data Creativity
Award with Successful Outback Steakhouse Cost Per Visit Campaign
After successfully testing a location-based campaign with another Bloomin’ Brand, Outback challenged GroundTruth to drive 250,000 new visitors to their restaurant nationwide over a two month period during. A typical Outback loyalist visits a restaurant only 1.5 times a year, making this objective particularly challenging.
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Our location solutions.
Location and visitation data were analyzed to accurately predict potential customers, those who were not observed in an Outback Steakhouse in the last 12 months, but showed an intent to visit.
By using a combination of data-rich Audience Targeting and solutions like Cost Per Visit, GroundTruth was able to identify customers likely to be receptive to the Outback brand and then drive them to their restaurant. Furthermore, our data allowed them to see if the people they advertised to actually went into an Outback Steakhouse so that Outback would only be charged for those who visited.
Real results.
We loved the idea of a direct response model for driving store visits, which GroundTruth Cost Per Visit enables, so it’s even more exciting to know that the model delivers on that promise. We’ve eliminated the hurdle of where to run our messaging, enabling us to simply focus on what we want to say. Beyond that, we know we are being as efficient as possible in driving consumers into store. It’s that simplicity that makes it easy for us to continue using this new approach to buying.
