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.