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Situation
A popular quick-service restaurant chain needed to expand
its menu and update its marketing messages to reach a younger
audience. The brand launched several new menu items and developed
some breakthrough, humorous advertising to communicate the
news about these products. But the chain’s franchisees
needed to be convinced that the campaign would be effective
in driving awareness of the new products and increasing same-store
sales, as well.
Research
Umbria monitored blogger discussions about the quick serve
restaurant brand, in general, and its new menu items, in particular,
during the first three months the new advertising campaign
was on-air. Overlaying the brand’s media plan (taking
into account weight, dollar spending, reach and frequency)
and commercial flight schedule on top of blogosphere buzz
data, Umbria was able to chart the relationship between ad
spending, the creative units and resultant online discussion.
We learned that the new ad campaign had an immediate and long-lasting
impact on total blog postings about the brand, as well as
dramatically increasing the brand’s percentage of positive
vs. negative postings. In the verbatims Umbria analyzed, bloggers
proactively played back the storyline of the various commercials,
accurately identifying the new menu items and responding positively
to the humor used in the campaign.
Recommendations
Based on Umbria research, the client was able to reassure their franchisees that the
new ad campaign was making an immediate impact on consumer
perception of the brand. With same-store sales also increasing
soon after the campaign’s launch, the QSR brand decided
to invest additional funds in its national media plan to maintain
the momentum the new campaign had ignited.
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