Pizza Rev
PIZZA REV
BIG IDEA
Developing Brand Buzz, Loyalty, and Affinity
THE CHALLENGE
One of the pioneers of the fast-casual pizza craze, PizzaRev had grown from an independent startup backed by names like Buffalo Wild Wings, into a nationally recognized concept. When they approached us about launching their first viral social media campaign to make a measurable impact on consumer engagement, brand loyalty, and grow their marketing list, we were excited to collaborate.
THE CHALLENGE
One of the pioneers of the fast-casual pizza craze, PizzaRev had grown from an independent startup backed by names like Buffalo Wild Wings, into a nationally recognized concept. When they approached us about launching their first viral social media campaign to make a measurable impact on consumer engagement, brand loyalty, and grow their marketing list, we were excited to collaborate.
THE GOALS
- Develop a social media contest to award free pizza for life to one fan, while inspiring and spreading revolutionary ideas with the hashtag #BeRevolutionary.
- Produce a campaign video that tells the brand story and explains the contest entry rules
- Collect 10,000 new social media followers, mailing list subscribers
- Generate 30,000 contest entries & engagement around the contest
OUR STRATEGY
We collaborated closely with their in-house marketing team to understand the messaging they wanted to communicate throughout the campaign and especially in the pilot video. Using customer email data collected from their app and e-newsletter, we created hyper-targeted custom advertising audience segments and promoted the video through Facebook, Twitter, Instagram, and YouTube ads, linking back to a landing page where contest entrants could share what it means to them to #BeRevolutionary and then post it to their personal social media platforms.
We viewed their existing fans who had already subscribed to their content as the lowest hanging fruit who would be the first to engage and spread the word about the campaign. We also A/B tested other audiences, such as those who live near a PizzaRev (who also enjoy eating pizza), to generate more brand awareness for non-customers.
From there, we brainstormed hundreds of potential directions for the campaign video and created a storyboard for our clients to review. They were thrilled at the direction we had chosen for the campaign and we even convinced a professional baseball player to get involved!
FROM THE CLIENT
“We’ve been working with Keychain Social for a few years to manage our social media reputation and content strategy before we launched our first national social media campaign. They’ve really been an integral part of the growth we’ve seen within our social media program. We love the unique mix of creativity and strategy they bring to the table and it’s clear that we’re moving in the right direction with the growth in performance we’ve seen year over year during our partnership with them.”
– Jeff Zuckerman, CMO PizzaRev
THE RESULTS
- +17,000 new followers since the launch of the campaign
- +42,000 contest entries
- +12,000 new mailing list subscribers
- +3,000 new app downloads
- – 91% decrease in new customer advertising acquisition costs
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.
STONEFIRE GRILL
BIG IDEA
Growing Awareness In New Markets, Building Loyalty, And Repeat Business
THE CHALLENGE
Founded in 2000 by two sisters, Stonefire Grill has quickly grown into a regional powerhouse in Southern California, expanding to 13 locations in the span of 19 years, with more locations in development. After managing their social content, social advertising, and online guest communication for over 8 years, we’ve gained a ton of experience in full service social media management.
THE CHALLENGE
Founded in 2000 by two sisters, Stonefire Grill has quickly grown into a regional powerhouse in Southern California, expanding to 13 locations in the span of 19 years, with more locations in development. After managing their social content, social advertising, and online guest communication for over 8 years, we’ve gained a ton of experience in full service social media management.
THE GOALS
- Create inspiring social media content that increases demand for the restaurant
- Grow the social media audience across Facebook, Instagram, Twitter, and Pinterest
- Build deeper relationships with guests through a personalized approach to social communication
- Drive a measurable increase in revenue through hyperlocal, geotargeted social advertising campaigns.
OUR STRATEGY
Before we started working together, it was important for us to understand the brand and Stonefire’s key differentiators over competing restaurants in the area. This helped us frame our approach to creating content and conversation strategy on social media. The restaurant’s fast casual concept was grounded in family recipes, with a special emphasis on their signature salads featuring homemade dressings, their slow roasted BBQ options, and famous desserts including carrot cake and cheesecake.
We then built our content strategy around telling a brand story that families would relate to. By speaking directly to our target market’s needs, lifestyle, and interests, our engagement and audience growth metrics skyrocketed. Through custom photoshoots, videoshoots, and blog content shared to social media, our audience not only got to better understand the loving care that went into the menu, but they also got to meet the people behind the brand. Through an effective social media strategy, we helped contribute to making the restaurant a fun, interesting, and approachable place to dine with family and friends.
FROM THE CLIENT
“The team at Keychain are creative, strategic and enthusiastic thinking partners for our in-house Marketing team at Stonefire Grill. They consistently provide us with ideas and suggestions related to the state of social media and how we can best leverage those tactics for our company. Through their guidance, social engagement with our brand continues to soar. I appreciate their honesty, openness to collaboration and sincere passion for growth from both personal and professional standpoints.”
– Justin Lopez, CEO Stonefire Grill
THE RESULTS
- + 55% online ordering increase
- +138,000 new social media fans & followers
- +1900% audience growth rate
- +72,500 new mailing list subscribers
- +8000% social engagement increase
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.
MOOVN
BIG IDEA
Driving Brand Awareness For A Startup, Driving App Downloads, Competing In A Tough Market
THE CHALLENGE
Moovn is a ridesharing app founded in 2015 that is a direct competitor of nationally recognized brands such as Uber and Lift in a +$13 billion dollar industry. Offering rides in Seattle, WA and Tanzania in Africa, there was a need for a larger customer base in Seattle to take a slice of the market share away from some of the national brands. When Moovn approached us about a marketing campaign, they were excited about the opportunities to grow their app through social media.
THE CHALLENGE
Moovn is a ridesharing app founded in 2015 that is a direct competitor of nationally recognized brands such as Uber and Lift in a +$13 billion dollar industry. Offering rides in Seattle, WA and Tanzania in Africa, there was a need for a larger customer base in Seattle to take a slice of the market share away from some of the national brands. When Moovn approached us about a marketing campaign, they were excited about the opportunities to grow their app through social media.
THE GOALS
- Drive new downloads and repeat usage of the app
- Partner with summer events to spread the word about the app and promote responsible drinking
- Shoot a pilot promo video
- Drive a measurable increase in revenue through the campaign
OUR STRATEGY
Instead of competing directly against the multi-million dollar marketing budgets of Uber and Lyft and running similar branding spots across traditional media channels and social media platforms, we knew that Moovn could compete best by running strategic micro campaigns to maximize their conservative marketing budget.
We positioned Moovn to gain a strategic advantage over the national brands because we understood the local market better than the competition and we were aware of the most popular events that our target market of 21-45 year olds would be attending throughout the summer.
We selected a handful of summer events and reached out to them asking if we could co-sponsor the event by offering free rides to some of their attendees in exchange for free promotion. There was a ton of interest in this approach and we were able to get a lot of free publicity for a grand total of zero marketing dollars.
10 days prior to each event, we ran a social media ad targeting those most likely to attend the event with a funny viral video. Prospects responded well to the video and thousands of new customers downloaded the app. In order to keep app engagement high and shift consumer habits away from using Uber and Lyft, we also set up a series of follow up email, text, and push notification campaigns to keep Moovn top of mind after downloading the app.
FROM THE CLIENT
“The team at Keychain was instrumental in growing our user base here in Seattle and went above and beyond to create a winning marketing campaign for our ridesharing app. They used highly creative and strategic tactics to help us take market share away from some of the top companies in the industry. Highly recommend! “
– JGodwin Gabriel, CEO & Founder of Moovn
THE RESULTS
- + 7,293 new app downloads
- + $18 Cost Per Download (CPA)
- + 85% increase in month-over-month downloads
- +1,200 new social media fans & followers
- +3,490 new mailing list subscribers
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.
THE ROCK
BIG IDEA
Launching A New Restaurant, Building A Marketing List
THE CHALLENGE
Founded in 1995, The Rock, Woodfired Pizza is an 18 location woodfired pizza restaurant chain spanning 4 states. They had recently hired a new CEO to help with the long term strategy of the company and identify growth opportunities. One of his first steps as CEO was to improve the online reputation of the company and revitalize the social media channels that had gone dormant for 6 months. He picked our agency as his first business vendor after beginning his new role.
THE CHALLENGE
Founded in 1995, The Rock, Woodfired Pizza is an 18 location woodfired pizza restaurant chain spanning 4 states. They had recently hired a new CEO to help with the long term strategy of the company and identify growth opportunities. One of his first steps as CEO was to improve the online reputation of the company and revitalize the social media channels that had gone dormant for 6 months. He picked our agency as his first business vendor after beginning his new role.
THE GOALS
- Drive an increase in restaurant sales
- Monitor and respond to all positive and negative guest feedback
- Create engaging social media content that told the true story of the brand
OUR STRATEGY
One of the cornerstone themes of the restaurant was classic rock music, so we focused our content strategy on staying true to their roots in order to tell an authentic brand story through social media. Through a series of custom photoshoots, videoshoots, and guest-generated social content, we gave our new and long-term fans a fresh, modern perspective on the restaurant’s offerings. We also aimed to position The Rock as an exciting place to grab dinner or after-hours drinks for guests who were discovering the restaurant for the first time.
One of the early quick wins we were able to generate for the client was an extremely successful Father’s Day promotion. By offering a free dessert for Dad with the purchase of a minimum of 2 entrees, we generated over $30,000 in sales in one weekend alone by targeting families who lived within 3 miles of each restaurant and collecting their contact info to feed into our newsletter and sms marketing programs.
Over the course of two years, we successfully reached all three of our goals in many different ways.
FROM THE CLIENT
“Keychain was a valuable asset for our company during the beginning stages of my new tenure as CEO. They are extremely knowledgeable about restaurant marketing through social media and helped us develop a ton of engaging content that drove in a large amount of new guests for our restaurants. It can be somewhat difficult to measure the ROI from your online marketing campaigns, but Keychain’s approach made it simple and easy for me to understand exactly how their efforts were helping us to increase sales. I would recommend them to any local business that is looking to improve their online marketing program.”
– John A., CEO of The Rock, Wood Fired Pizza
THE RESULTS
- + $279,000 in new measurable revenue generated from our direct-response digital marketing campaigns.
- + 28,000 new social media fans & followers
- + 5,430 new mailing list & sms subscribers
- + 3,200 new loyalty members generated from our campaigns
- + 2930% increase in social media engagement
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.
AROMA HOUSEWARES
BIG IDEA
Driving Retail Sales, Custom Video Production, Launching A New Product
THE CHALLENGE
Aroma Housewares is a 40-year-old cookware and small kitchen appliance manufacturing company that is most famous for their line of rice cookers. They were looking for a new marketing partner that could help them produce online content for their website and social media platforms. They were also planning the launch of a new product line of convection multicookers and needed ideas to help promote the new SKUs.
THE CHALLENGE
Aroma Housewares is a 40-year-old cookware and small kitchen appliance manufacturing company that is most famous for their line of rice cookers. They were looking for a new marketing partner that could help them produce online content for their website and social media platforms. They were also planning the launch of a new product line of convection multicookers and needed ideas to help promote the new SKUs.
THE GOALS
- Produce an engaging promo video to promote the multicooker product line
- Drive an increase in coupon redemptions to increase sales
- Increase awareness of the brand through video advertising
OUR STRATEGY
We began storyboarding our promo video to highlight the benefits of the product while selecting colorful & tasty recipes that our viewing audience would be interested in cooking at home. With valuable input from the client and a short deadline, we moved forward with an approved video production concept and successfully turned it around within 10 days.
After the video was completed, we were tasked with designing a marketing strategy that would encourage consumers to purchase their new multicookers at various local retailers. Using data from their existing email list, we created a “lookalike” Facebook & Instagram audience of potential customers who lived near their retailers who were most likely to buy the product. Once we had our targeting in place, we ran our video as an ad and pointed viewers towards a page where they could redeem a $25 off coupon.
After our 6 week campaign was completed, we generated an increase of more than $25,000 in new retail sales.
FROM THE CLIENT
“We put Keychain under an extremely tight deadline to finish the project and they over delivered on what was promised. Not only did we receive a fantastic video asset that we featured on the front page of our website, but their marketing strategy helped us generate a significant amount of retail sales. Needless to say, we are very happy with their results.”
– Venus P., Marketing Director Of Aroma Housewares
THE RESULTS
- + $25,000 in retail sales generated
- + 50,000 video views
- + $38 advertising cost per purchase (CPA)
- + 6,273 new mailing list subscribers
Interested in how we can help you? Schedule a complimentary 30 minute strategy session.