Papa Murphy’s, a quick serve restaurant (QSR), wanted to drive incremental visits and reach new customers through media campaigns. Their main objective was to measure and analyze the lift generated by their media partners and evaluate their effectiveness in attracting new customers. The main KPIs for this campaign included visit lift and lift among new customers.
Challenge & Strategy
Papa Murphy’s agency, Barkley, partnered with geo-location platform, Foursquare to leverage its measurement solution, Attribution, and provide valuable insights and demonstrate the effectiveness of the brand’s media efforts in driving incremental visits. The data helped the agency prove that the media was indeed working to achieve the brand’s goals.
Quantifiable Results
The campaign showed strong performance, with an overall CVR of 2.11% and a CPSV of $0.68. Foursquare helped Papa Murphy’s determine which audiences were the most influenced by their ads to visit at a higher rate. Customers who had not visited Papa Murphy’s in the past 12 months accounted for 67% of the campaign reach, with 27% of exposed visitors being new customers. This group demonstrated a 27% lift, indicating that they were influenced by the ads and visited the restaurant at a higher rate after ad exposure.
Lift from the new customers
Cost Per Store Visit
Conversion Rate
Conclusion
Through careful data analysis and insights provided by Foursquare’s data, Barkley successfully demonstrated that the media campaigns effectively drove incremental visits and reached new customers for Papa Murphy’s. The data helped validate the performance of different media partners and their individual tactics. The quantifiable results reinforced the positive impact of media efforts on attracting new customers and increasing visitation rates.
