Case Study
At a Glance
- $57M achieved in total identified annual profit
- 31% improvement likelihood to visit after viewing ad
The Full Story
Restaurant Co. was a leading casual dining chain with operations across the US and strong brand awareness eager to evaluate and optimize its TV strategy while better understanding the profitability of its current promotions
Point of Departure
- Developed a profitability model to assess ongoing promotion ROI and surveyed guests to identify the strongest content.
Approach
- Set financial targets for new TV promotion strategy and evaluated promotional calendar timing to optimize profitability.
Implementation
- Launched a media test to assess spend levels and network mix and implemented the optimal mix.
Results
