Case Study: Using Paid Advertising to Help Launch Detroit Pizza London's Second Location
Detroit Pizza London, renowned for its authentic American-Italian Detroit-style square pizzas, has made a significant mark in London’s food scene. Following the success of its first outlet, the restaurant aimed to broaden its presence.
When Detroit Pizza London decided to open their second location, they teamed up with us at La La Communications to spread the word and draw in the crowds. Our mission was simple: get people excited and through the doors of the new spot. Here’s a closer look at how we tackled this project, focusing on the outcomes and creativity that went into our paid ads campaign.
OBJECTIVES:
Boost Awareness: Increase brand visibility for Detroit Pizza London’s new location among potential customers.
Drive Footfall: Push visits by engaging the target audience effectively and showcasing the incredible offering of the restaurant.
Optimise Spend: Achieve high performance with efficient budget allocation across the campaigns.
STRATEGY:
To meet these objectives, we crafted a multi-faceted advertising strategy leveraging Meta’s robust targeting capabilities. The campaign was structured around three core pillars: Traffic, Engagement, and Awareness, each designed to capture different facets of the customer journey from discovery to action.
Traffic Campaigns: Aimed at driving potential customers to Detroit Pizza London’s website, offering a direct path for users to explore the menu, location, and unique value proposition of the new outlet.
Engagement Campaigns: Focused on stimulating interactions with the brand’s content, fostering a community of engaged pizza enthusiasts and potential patrons.
Awareness Campaigns: Designed to introduce and solidify Detroit Pizza London’s brand presence within the target market, especially focusing on the unique appeal of Detroit-style pizza.
Campaign Highlights and Performance
- Exceptional Cost-Efficiency: Achieved a remarkably low average cost per click (CPC) of 0.06p across campaigns, with the traffic campaign even lower at 0.03p CPC. This efficiency is notably above industry standards, indicating a highly optimised spend.
- Outstanding Engagement: The traffic ads boasted an impressive 11.10% click-through rate (CTR), vastly outperforming industry averages and signifying strong audience interest. Engagement and awareness campaigns, while having lower CTRs, successfully met their respective objectives beyond mere clicks.
- Cost-Effective Engagement: With a cost per engagement of just 0.004p in the engagement campaign, the campaign was 75% more cost-effective than the industry average.
Competitive CPM Rates: Maintained an average cost per 1000 impressions (CPM) of £1.45, showcasing the campaign’s ability to reach a large audience at a low cost. The engagement campaign’s CPM was even more economical at £0.75.
Conclusion
What made this campaign a success wasn’t just the tools or tactics we used. It was about putting our audience first, crafting each ad with care, and never losing sight of the human element. By focusing on what brings us together—our love for great food and great experiences—we were able to create a campaign that wasn’t just successful, but meaningful. If you’re interested in seeing how La La Communications may be able to help you, please get in touch for a no strings attached discovery call.