The Situation
A regional family restaurant brand with 25 locations across eight states had previously tested television advertising but did not see a meaningful lift in sales. As a result, the company was cautious about reinvesting in TV.
When HRP Media began working with the brand’s corporate marketing team, 24 of the 25 restaurants were experiencing declining revenue, creating an urgent need for a smarter, more accountable media strategy.
The Strategy
After analyzing the client’s internal data, HRP Media identified nine locations where a targeted television campaign could have the greatest impact. Interestingly, these locations were among the lowest-performing restaurants in the chain, making them ideal candidates for a turnaround test.
HRP Media developed a highly targeted Connected TV (CTV) campaign designed to reach potential diners within proximity to each restaurant.
The Tactics
Key targeting strategies included:
Website Retargeting to re-engage interested customers
Audience Addressable Targeting to reach qualified households
Geotargeting around each restaurant location
Competitor Conquesting to reach consumers visiting nearby restaurants
Geofencing to capture high-intent audiences
The Impact
After a successful 13-week pilot of the initial nine locations, this advertiser rolled out to include CTV activity for all 25 locations with the following results:
