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Papa John’s is the third largest pizza delivery company in the world, yet in the UK their main challenge is brand awareness. As part of their expansion plan in the UK, Papa John’s were to open a brand new store in the city of York, a region they had never ventured into before. Papa John’s began working with Rakuten Marketing in May 2015 as they could leverage Rakuten Marketing’s comprehensive display solutions and cross-device technology.
Marketing Objectives: ·
Two key considerations were identified which influenced the strategy:
1. The nature of the pizza takeaway business
Online browsing plays a huge role in the consumer purchase journey as does lifestyle and mind-set as well as reaching the right audience at the right time.
2. The delivery distance and catchment area of the store
Papa John’s needed to raise awareness in a smart, cost-efficient way whilst also targeting relevant consumers – through a combination of precision and reach. There was the additional challenge of narrowing the reach within this catchment area as the delivery distance of the store was 3 miles.
Key Steps: ·
Papa John’s achieved strong results based on the granularity of the campaign.
Papa John’s were able to see that customers’ initial site activity began on a mobile device, but ultimately used their desktop computers to complete the order on the mobile-first campaign. ·
Watch our video for the highlights!