Every day, the physical and digital worlds continue to blur—whether it’s augmented reality applications in media and shopping or the integration of Whole Foods into the Amazon ecosystem. One aspect that excites us the most is the ability to measure the success of our digital campaigns for clients who historically have had difficulty translating online activity into business results.
Recently, while planning a campaign to drive holiday traffic and sales for a restaurant client, our team explored a strategy around Facebook’s “Store Visit” or “Drive Visits” objective suite. This suite allows us to inject location information from individual stores into our Facebook campaigns, directing new and existing consumers to the most convenient store.
While this isn’t a new tactic, methods are being developed by Facebook to track users who are exposed to the ads into the actual stores.
Businesses with the spend and performance to drive more than 100 visits per store actually gain the ability to see “store visits” as a reporting metric. The reason is, Facebook needs a statistically significant pool to determine whether people are actually stopping by a specific location.
Our integrated strategy team worked together to develop what started as a single line item on our paid social flowchart into a detailed campaign consisting of four different ad options, each promoting different features depending on the time of day and geo-targeted to the closest location to the consumer.
We executed three of the four ads, one highlighting the lunch menu, another featuring the dinner menu, and a final ad driving home brand awareness.
Each ad was a carousel ad featuring two images and a map to the nearest location. Our creative team was able to reuse elements from our existing library, keeping costs down and delivering quick turnaround.
Our media, social, and copywriting teams collaborated to understand how Facebook pulls “business location” information into ad copy to ensure message consistency and accuracy.
Like most restaurants, our client sees the most traffic Thursday through Sunday, and we wanted to capitalize on this natural behavior with our test budget. We then targeted the lunch messaging only during weekend lunch times, dinner messaging during dinner hours, and general branding during all other open hours. Based on previous research of how far a customer would travel to visit a location, we geo-targeted the ads to a 5-mile radius around each restaurant and only served ads to mobile devices.