Winner Profile

Simpli.fi – Fast Food Brand Increases Visits for Multiple Locations with Simpli.fi’s Advanced Location Targeting

Campaign Overview

From January to April 2021, fast food restaurants experienced a 33% increase in the number of visits nationwide (SmallBizTrends). As fast food consumption grows, this presents an opportunity for advertisers to drive in-person visits to their locations and attribute store traffic to their campaigns. With this campaign, a large burger chain in the Northeast and Midwest US wanted to drive visits to its stores and promote a new Impossible Burger offering. Its agency had recently partnered with Simpli.fi to leverage accurate location-based targeting tactics and granular attribution for national multi-location brands. It recommended the advertiser use Simpli.fi’s precise solutions for addressable programmatic and geofencing to accomplish its goals. The agency also sought to use Simpli.fi solutions alongside existing third-party segments to compare performance and optimize to the highest performing tactics. The advertiser wanted to implement two separate campaigns with distinct goals. First, to drive visits and measure foot traffic for 353 of their locations. Second, to promote a new vegetarian Impossible Burger menu item.

Together, the advertiser, agency, and Simpli.fi created a strategy to drive foot traffic to 353 stores in 11 DMAs (Designated Market Areas) across nine states by curating and activating a custom addressable audience and deploying geofencing to conquest competitor locations. For both campaigns, the team set a target of a $5 Cost Per Store Visit to one of its restaurant locations. Additionally, it used Simpli.fi’s Geo-Conversion Lift metrics to measure incremental visits to its restaurants from the targeted locations attributable to the campaign.

Simpli.fi’s Addressable Audience Curation tool was used to build a custom household-level audience in real-time based on location data, and by choosing from more than 700 demographic variables. The team curated a list of more than 10.1m households with consumers aged 18-24 and 25-44, and who also were likely to visit QSR locations.

Simpli.fi’s Addressable Geo-Fencing solution used GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property. The system then automatically built a target fence around each property to serve display, pre-roll, and OTT/CTV ads across devices within each household. The team also deployed geofencing to conquest competitors by targeting users who were visiting other nearby QSR locations, including McDonalds, Burger King, Taco Bell, Dunkin’, and Hardee’s. With Simpli.fi’s variable recency settings, the advertiser could target potential customers with ads for up to 30 days after they visited a target-fenced business.

The campaign leveraged Simpli.fi’s cross-device matching capabilities to serve both display and pre-roll video ads to the same user across multiple devices such as smartphones, desktops, and tablets. Finally, the team drew a Conversion Zone around each of the 353 locations to measure the number of users who visited one of the restaurants in-person after having been delivered an ad. This allowed the agency to report on individual store visits attributable to the Addressable Geo-Fencing or geofencing campaigns. Simpli.fi set up the campaign so that each tactic, creative, and city was broken out to optimize and report on each store individually.

In total, the brand measured more than 215,000 visits at a CPV of just $1.09, easily beating the $5 goal. Furthermore, using Simpli.fi’s Geo-Conversion Lift reporting, the advertiser measured a 31.76% growth in incremental visits to its restaurants. This increase highlights the percentage difference between customers who visited the desired locations after receiving an ad versus those who naturally visited the location without receiving an ad. 

Judges’ View:
“Simplif.fi do this type of thing really well, and the results here speak for themselves.”

Category

Most Effective Location Campaign

Winner

Simpli.fi – Fast Food Brand Increases Visits for Multiple Locations with Simpli.fi’s Advanced Location Targeting

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