PROGRAMMATIC-ADVERTISING FOR A HEALTHY FASTFOOD RESTAURANT FRANCHISE
Type:

Client:

Task:




Terms:

Main formats:
Advertising campaign

Chain of Healty Fastfood

Attracting unique users to the site, increasing the number of applications for franchises


2 months


Search, Display, Social
PROJECT MANAGER
Experience and technology
Planning, maintenance and reporting of the entire advertising campaign were carried out by a specially formed team of professionals:
ТЕХНИЧЕСКИЙ СПЕЦИАЛИСТ
DATA ANALYST
ТЕХНИЧЕСКИЙ ДИЗАЙНЕР
The extended list of locations ensured maximum coverage of the target audience.
Tasks for Qberry
The client contacted Qberry to launch an advertising campaign for a franchise of cafe of healthy fastfood. Previously, the client launched the advertising independently, but the cost of one application for a franchise was too high.
In this regard, Qberry specialists were assigned the following tasks:
Attract target users to the site
Increase the number of franchise applications
Reduce the average bid price
PROJECT MANAGER
TECHNICAL SPECIALIST
DATA ANALYST
TECHNICAL DESIGNER
WORKING WITH AUDITORY SEGMENTS
TARGETING SETTINGS

1
behaviorally
users who are interested in purchasing a franchise,
business topics
2
contextual
business topics sites; business newsgroups; franchising sites; investment sites
3
geo
Ukraine
4
income level
average
upper middle
5
look-alike
mathematical simulation of users who are similar in behavior to the visitors of the site page
PORTRAIT OF THE TARGET AUDIENCE
BRAND FANS
those who wanted to buy a franchise before it even existed.
STUDENTS
the franchise is usually bought with money borrowed from parents.
SMALL ENTREPRENEURS
no matter what business to run, the main goal is to make money fast.
FAMILIES
are successfully employed and buy a franchise for their accumulated funds.
CORPORATIONS
purpose is to complement existing business
PORTFOLIO FRANCHISES
entrepreneurs with a certain franchise portfolio, which they are actively developing
Promotional channels
In order to get the maximum result, the following channels of interaction were chosen based on the market and targeted audience (TA) analysis:
PROGRAMMATIC IN SOCIAL MEDIA
PROGRAMMATIC IN SEARCH SERVICES
DIGITAL DISPLAY ADVERTISING
Launch of advertising campaign
It was divided into two stages:

  • Creation of interest and awareness of the audience about the franchise before the start of demand, at the first stage, the main goal was to attract TA to the site.
  • After the formation of demand, when TA is already "ripe" to apply for a franchise. The purpose of this stage was in conversion under the guise of applications (with their minimum value)
Taking into account the peculiarities of the advertising campaign, the analysis of first-party data and the formation of custom segments of the audience was carried out.
Then we set up targeting, which were selected to get the maximum hit in TA.
The next stage was the launch of media advertising, in particular, on those sites that were directly related to the purchase of franchises.
1 stage
Launch in social media, such as Facebook, which is perfectly suited to the sphere of B2B relationships. Also used Instagram, LinkedIn.
One of the peculiarities in solving the marketing task was synchronization of processes and methods, which was actively used during the campaign.
Besides, the remarketing was set up. There was a show of creativity for all groups of users who have already seen banner ads with optimal frequency.
As a result of the first stage, the interest of the audience has already been heated up and a certain need has formed. And since the purchase of a franchise is a serious investment, there is a high probability that the reaction to advertising will be carried out in the next stage or even after the campaign.
Intermediate results
At the same time, the first conversions appeared in the form of applications during the first phase. Interest was shown by the inhabitants of major cities with a population of millions.
The beginning of the second stage was connected with the launch of advertising in search. This channel is used to increase conversions, which are requests for franchise extension.
Based on the results of the first stage, an automated optimization of the advertising campaign on analytical data based on KPI was carried out.
Due to the peculiarities of the product, as well as based on the results of the first stage, targeting was set up exclusively for large cities.
2 stage
Digital display and programmatic advertising continued, thus attracting new users to the site to view and generate demand for franchises after the campaign.
Analyzing the results of an advertising campaign helps to draw conclusions about the effectiveness and correctness of the selected tools.

During the campaign, all the objectives have been achieved, in addition to predict the result, which will be achieved by restarting advertising.
Campaign results
of new users
78,6%
increase in applications
207%
application price decrease
18,8%