With a broad and tricky-to-engage audience of 18 – 35 year olds around each of their franchised outlets, Papa John’s Pizza asked us to help support franchisees, helping them make a greater local impact to grow sales.
Our diagnostics at the beginning of the project revealed an opportunity to go hyperlocal. By tailoring content to individual local communities. There had been no previous like-for-like activity to benchmark against, so we began a three-month test programme using paid and organic content on Facebook.
We found that posts promoting video and ‘polls’ drove the greatest engagement. These saw a positive collective increase in followers across all stores. We then rolled out our activity for Phase Two, refined by posts that were less frequent but even more highly targeted with clear calls-to-action.
The brand experience more followers across all local store pages.
With the master brand page dominating, we pivoted the activity to lead on local promoted content. Hyperlocal posts worked particularly well in organic engagement and boosted posts achieved highest reach of all. Overall, the activity has set up a solid foundation for social activity at regional and hyperlocal level for Papa John’s stores, which is set to continue to evolve and grow in the future.