The winners of the 19th Annual w3 Awards have been announced by the Academy of Interactive and Visual Arts, and we are proud to share the news that Reshift Media received Silver for our “Driving Marketing Effectiveness Through Localization” campaign for our client, Pizza Hut.
The annual w3 Awards honours outstanding Social Media Marketing & Content, Websites, Online Marketing & Advertising, Mobile Sites & Apps, Online Video, Podcasts, and Emerging Tech from small to large agencies and firms based on thousands of global entries. We are incredibly grateful for this recognition and are thrilled that our client’s campaign results are being recognized on this highly regarded stage.
About Our Submission
The Objective:
Pizza Hut, the largest pizza company in the world with more than 19,000 restaurants in over 100 countries, was looking for a local digital marketing approach for its Canadian and UK divisions to help grow online sales in a hyper-competitive environment.
Because Pizza Hut is a franchise organization, each location has a franchisee owner responsible for the success of their local business. To help their franchisees be successful, Pizza Hut required a digital marketing campaign that could be run by local store owners to quickly generate online orders, capitalize on local market opportunities, and support the brand’s marketing plan and messaging.
Our Approach:
To achieve the company’s objectives, we worked with the Pizza Hut Canada and UK head office teams to design a dynamic, agile, and locally engaging social media advertising strategy that included both Facebook and Instagram campaigns using our proprietary software platform, the Brand Amplifier.
Through our platform, local franchisees can choose from a variety of pre-built, customizable campaigns with different creative and offers based on their local needs. They can view the ads prior to activating them and set their own local budget, which is automatically charged to their credit card.
The ad creative was designed to appeal to Pizza Hut’s target customers and entice them to make an online purchase. To ensure the ads stood out in peoples’ social feeds, they were bright, playful, and of course featured Pizza Hut’s delicious food and attractive offers.
We differentiated ourselves from “generic” competitor ads by:
- Offering franchisees a variety of campaigns to choose from
- Localizing the creative to increase relevance
- Sharing our ads during key buying moments
To achieve our objective of providing real-time flexibility to capitalize on local market opportunities, we developed different sets of messaging and imagery that were aligned with the company’s overall objectives.
How Pizza Hut Uses the Brand Amplifier:
As a franchise organization, Pizza Hut has local owners in every store who know their market and customers better than anyone else. They know their most popular products, best offers, and optimal days/times for sales. Tapping into this local market knowledge provided them with an opportunity to gain an advantage over competitors.
Buying pizza is an inherently local activity, so we saw a major opportunity to differentiate ourselves by creating an authentically local experience to engage prospective customers. Each ad is delivered by the local store’s Facebook page or Instagram account, increasing relevance to its audience. Meanwhile, our software programmatically localizes ad copy by inserting information such as city name, street address. Our submission for this award, “Driving Marketing Effectiveness Through Localization,” directly reflects the impact leveraging our Brand Amplifier platform can have on local sales.
The Result:
The campaign was a huge success! More than 50 unique ad creatives were developed over the campaign period, which when programmatically localized, provided over 54,000 potential local ad variations. Pizza Hut was very happy with the results and is continuing to use our industry-leading software for their Meta campaigns.
“We’re thrilled to be recognized by the w3 Awards for this campaign,” said Jen McDonnell, Reshift’s VP of Content and Social Media. “Our Brand Amplifier software continues to empower franchisees to run locally relevant, successful campaigns. We want to thank Pizza Hut for their ongoing support and collaboration.”
Learn More About the Brand Amplifier
The Brand Amplifier is a proprietary software that applies automation, programmatic localization, and machine learning to help franchise systems save time and dramatically increase digital marketing performance and effectiveness.
From digital advertising to social media management to franchise development, our Brand Amplifier platform offers a franchise marketing solution for global brands.
Find out more at www.brandamplifier.io.
