Embed Size (px)
Citation preview
Account Executive/PresidentBradley Wigsten
Assistant Account ExecutiveLauren Hill
Traffic and ProductionProject Manager: Matt SchwartzBroadcast Producer: Mike Arena
PlannersChief Planner: Carter Anderson
Olivia SorokesMichael Muffoletto
Sam Catalfamo
MediaMedia Directo/Secretary: Matt Tack
Ashley-Kate McCannWilliam EvansMelissa Fisher
PR/Events/Sponsorship/CharityPR Director/Treasurer: Matthew Hoey
Danielle ClarkToran Nigrelli
MacKenzie Linehan
Creative TeamCreative Director/Secretary: Shay Raff
CW Sean O’Brien/AD Tristan KingCW Joe Phelan/AD Beth Kirwan
CW/Vice President Sam Limata/AD Allison Plante
DesignersChief Designer: Paul Barthlomomew
Alexandra NapoliLaura Zakrzewski
Sara VadenHaley Karl
Social Media UnitSocial Media Director: Andrew Bevevino
Justin StatiaJillian HammellAmanda SaeliMatt Moretti
Faculty Advisers Kristen Ryan, Kimberly DeSimone, Mike Jones-Kelley
Kwerkworks Personnel 2014-2015
1
2015
2
Executive SummaryPizza Hut is the company of now. From stuffed crust to sending a pizza to space, Pizza Hut’s leaders have never been shy when it comes to innovation. That is why they’re a perfect match for Millennials, the generation of now. The two things that Millennials love most in this world are pizza and the Internet. But, when it comes to combining the two, there is a disconnect. Men 18 to 24 and women 25 to 34 have brains perfectly attuned to the digital world. Nonetheless, somewhere in those brains are tiny lobes still hardwired to automatically think of calling when it comes to ordering food, even going so far as searching for pizza online but then calling when they find the number instead of ordering digitally. Can we rewire those atavistic lobes? Of course we can. It’s been done before. Just look at how banks overcame massive consumer resistance decades ago and made ATMs the totally matter-of-fact way to deal with your bank. All it takes is a com-pelling and rewarding promise promulgated through consumer media with enough reach and frequency to lodge that promise in our consumers’ consciousness.
This, then, is a consumer campaign. A consumer campaign demands consumer me-dia, supplemented by paid digital media. But paid media is not the only answer. It can’t be. When Millennials log on to their favorite social networks, they will see in a fun, interactive manner why the new Pizza Hut app deserves a spot in their coveted app tray. They will see acts of kindness, which, while thoroughly altruistic, nonetheless connect solely through the digital sphere. When they go to a football game or a Blake Shelton concert they may get a first-hand personal experience of the ease of ordering a pizza at the PizzApp pop-up store. This campaign asks and answers one question with single-minded focus: Are you really gonna order the Flavor of Now with the technology of then? Not any more.
3
What is that promise, that hook? It’s right there in the brief Pizza Hut sent to the agencies in this pitch: “At Pizza Hut, you can order in less than 15 seconds . . . on any device, in just a few clicks.”Think about how amazing that fact is: By switching from the technology of then to the technology of now, you can have your usual pizza on its way to you in 15 seconds or less. In 15 seconds or less! That is an insanely small amount of time. And insanely compelling to the busy-busy-busy digital generation.Consumers don’t download apps willy-nilly. An app has to earn its place on the consumer’s laptop, tablet or smartphone. It has to have an obvious and intrinsic value. The ability to order your usual pizza in 15 seconds is that value. The task then becomes to make consumers aware of that value and to habituate them to taking advantage of it.
1 23
Position Pizza Hut as the top choice for customers who order pizza digitally.
Reach the target of 75 percent of all orders done online or mobile by the end of 2015.
4
OUR CHALLENGEProvide the greatest digital ordering experience in the category.
For reasons of convenience and brevity, we use the term “app” to refer to an ordering application on all digital platforms: laptop, tablet or smartphone. For the purposes of this campaign, all discussions of apps in this plan include ordering via www.pizza-hut.com unless otherwise specified.
Please Note
The quantitative yield of the surveys was used to direct qualitative probing through focus groups. The groups were vocal about their complaints with their pizza ordering method of choice: calling in. We saw there is a woeful lack of awareness of the benefits of order-ing digitally and an even greater absence of consideration.
The focus groups also buttressed the quantitative findings on brand loyalty. Simply put, our target audience does not pledge unwavering allegiance to any specific pizza chain. That’s the bad news. But they could be loyal to an ordering method if there is a suffi-cient incentive for consideration and adoption. In short, brand loyalty is not a factor in the pizza category – but app loyalty can be.
Now the Questions
Research MethodsThe assignment we received from Pizza Hut was so focused, so well defined that research could be focused very specifically. Digging around in secondary sources gave us a clear enough view of the subject to be able to frame the questions as well as allowing a few informed hunches to be explored. Phased original research allowed us to build a solid picture of what makes our target market tick as far as ordering pizza goes, as well as ratifying those hunches.
We carried out a two-phase survey, one an intercept and the second via an incentivized Internet push, to measure pizza-ordering attitudes and experiences. We probed topics such as ordering habits, ordering experience, actual and hypothetical ordering preferences, brand loyalty and incentive and loyalty options. WE CAN BUILD ON THAT.
?5 80% Aware 20% Unaware 82% Aware 18% Unaware
With Pizza Hut there is no lack of brand awareness, so that is not an issue. Surprisingly, roughly 80 percent of consumers are aware of the abilityto order pizza digitally. However, they are dismally unaware of the benefits of ordering digitally versus ordering by telephone, namely the ease, accuracyand amazing speed that can get their usual pizza ordered in a mind-blowing 15 seconds or less. Right now, 65 percent of the target market does not have anytype of pizza ordering app on their phones. But research shows that number to be quite malleable.
Now We Know
KEY FINDINGS
Consumer App Awareness
Online OrderingAwareness65%
15%
16%4%
Pizza HutPapa John’sDomino’sNo Pizza Apps
6
Who Has Who?
Customers who order pizza via telephone are 50 percent more likely to complain about the experience than customers who order digitally.
Pleasant
Frustrating
Don’t orderthis way258
113227
44 3626 2857181
Calling InOnlineApp
Respondents1%“I have trouble understanding the
person on the other end of the phone”
“Talking on the phone just feels like
such a hassle”
“Person on the phone might mess
up bigger order”
ONEFinding
3
7
2%4%
Once you go app, there’s no going back. Those who are aware that a digital pizza ordering experience exists are33 percent more likely to complain about ordering on the telephone than someone who is not aware of digital. 3%
Pew research established that telephone phobia (an aversion to talking to someone on the phone) is a real thing. The number of young people who use their cellphones to call every day has declined over 30 percent in the last two years. Anecdotally, we have all observed this phenomenon among younger people; the Pew study merely confirms what we have all observed.There is a cost-benefit calculation among
smartphone users regarding how much space an app deserves to take up on their devices. The Pizza Hut app has to earn its space, and with ordering your usual pizza in 15 seconds or less, it will do just that.
TWO THREE FOUR
Consumers dogo online for Pizza
Hut - to look up a phone number. Then, instead of staying online, they call
to purchase.
An app must earn its place on the consumer’s
device.
SomeInsights
“Wouldn’t use it, would take up too much space”
“Waste of money”
“Deleted it to gain more data”
“Wasted phone space”8
FindingFinding
Finding
five six
5%Our focus group participants were aware of the miscommunication that can happen ordering on the phone. But many still order by phone because they mistakenly see it as a faster experience. Faster mat-ters to them. 6%
People are wildly loyal to pizza, not so much to a pizza brand or chain. They are loyal to an ordering method, currently the telephone. This opens up the chance to create loyalty to a different ordering method – i.e., online, the technology of now – if given enough incentive.
Some InsightsIn the pizza
category, brand loyalty is slippery.
Perhaps it would be more cost-effective and successful to attempt to create
app loyalty.
Pizza Hut entered the Chinese market in
the digital age and almost all ordering there is
online. Chinese brains were never hard-wired
to telephone ordering.
Pizza HutDomino’sDoesn’t matterPapa John’s
“If you know what you want, when ordering on the phone you don’t have to
go through menus.”“I can spend 30 seconds on the phone”“Just call, order, gets it out of the way”
Rationale for the technology of then
10%
33%
32%
25%
Where do youusually order?
9
FindingFinding
SEVEN EIGHT
7%We asked consumers how often they vary their pizza order. 59 percent said that they usually order the same thing. 38 percent said that they might vary their order sometimes. Only a meager 3 percent said that they order a custom pizza every time. Most people most of the time just want “the usual.” 8%
In our research 84 percent of our respon-dents agreed that an automatic loyalty pro-gram would influence where they would buy pizza. Based on this finding, we decided to develop an automatic digital loyalty program of our own – Hut Bucks.
Rewards ProgramInfluences Where
DisagreeAgree
16%
84%An automatic rewards
program is a huge draw to trial, repeat purchase
and loyalty
An Insight
10
FindingFinding
Now a Strategy
Millennials’ brains are hard-wired to order their pizza by phone, even doing things as ridiculous as searching for a pizza store’s phone number online and then switching to a phone call to order. It is the “we’ve always done it that way” phenomenon, a societal barrier to entry into many new things. Research demonstrates most pizza cus-tomers do not pledge fierce allegiance to a specific pizza chain, but they do to a spe-cific ordering experience, to a large extent the telephone. Research also suggests their loyalty to their ordering habits can be changed with sufficient incentive, that they can be moved from the technology of then to the technology of now. It suggests
All executions will, in one way or another, tie directly to one or all of these messages. Additionally, each execution will integrate with the other executions and all will build on the Flavor of Now concept. The messages will be delivered through a substantial media buy aimed squarely at our target audience and supplemented by social media and public relations tactics likewise integrated into the overall message.
they will download, use and habituate themselves to online ordering if there is a strong enough hook to stimulate the download and an appealing enough reason to stimulate repeat purchase. Our strategy to reach the three goals laid out in the brief, then, is to exploit three compelling openings, which emerged from research. The first is the hook, put forward in Pizza Hut’s own brief, of being able to order your usual pizza in 15 seconds, the perceived value, will earn the ordering app a place on our consumers’ devices. The second is a program that rewards repeat online purchase automatically, thereby stimulating post-download engagement with this form of ordering over the long
"No. I'M Going to order online."
"Am I really going to order
the Flavor of Now with
the technology of then??" And to answer that question with:
Simply stated, we are going to move our consumers to ask themselves a question:
term. The third is habituation, getting peo-ple comfortable with online ordering.
11
People just like us. Our age.
Now We Plan
Pizza Hut has over 6,300 traditional restaurants in the U.S. and maintains over 15,000 units spanning more than 90 countries. It is no surprise that Pizza Hut is the largest pizza chain the world. Since Pizza Hut’s beginnings in 1958, ordering pizza by phone has always been the go-to method. However, even though the first digital pizza order was placed over 20 years ago, the transition to digital food ordering generally and from Pizza Hut in particular, has not yet begun in earnest.
Men and women between the ages of 18-34 who currently do not order Pizza Hut digitally.
They don’t understand the benefits ordering digitally provides. They are mired in old habits.
Ordering digitally is faster, easier, and more economical than calling.Are you really gonna order the Flavor
of Now with the technology of then?
Millions of people order a variety of products digitally every day. Why should pizza be any different?
Pizza Hut Red Roof and/or new logo
Background: Why are we advertising? Who are we talking to?
What would we like them to think?
What do they currently think?
What is the single most persuasive idea
we can convey?
Are there any creative guidelines
or mandatories?
Why should theybelieve it?
Tone of voice?
12
133 %The architecture of the current Pizza Hut ordering app is designed to cater to the purchasing habits of only 3 percent of the tar-get audience.
An Insight
NOWRIGHT
NOW
Pizza Hut’s current ordering app is beautifully done. It captures perfectly the Flavor of Now concept in every detail and does so with notable graphic excellence and appetite appeal. There is, however, a question of architecture.The very detail of the current app’s structure caters perfectly to the consumer who wants to compose a different pizza with every order. Unfortunately, research suggests that only 3 percent of pizza consumers do this. A massive majority of consumers always or frequently order the same pizza. While it is possible to order one’s usual pizza quickly using the current app architecture, the option preferred
We propose a modification. We must emphasize that we do not propose a replacement for the current excellent app, merely a reshuffling of the order in which the opening pages appear. With the initial pages arranged in the order shown in this concept, the consumer will in fact be able to order his or her usual pizza, delivered to the usual address and paid for in the usual way in 15 seconds or less.
by most customers is not immediately obvious and available.
How Now Becomes Right Now
The promise is real. This modification puts that real promise front and center.
Welcome back,, Allie!!
2050 HUT BUCKS
sign out
sign out
THE USUAL
NOT TODAY
USUAL ADDRESS?
NOT THIS TIME
PICK UP AS USUAL
NOT THIS TIME
sign out
HUT BUCKS 2050
Welcome back,, Allie!!
sign out
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS 2050
pay as usual
NOT This time
ALLIE,
GOT IT!
YOUR PIZZA WI;LL BE
THERE IN
30 MINS
ALLIE,
YOU NOW HAVE
3000HUT BUCKS
THANKS!
Welcome back,, Allie!!
2050 HUT BUCKS
sign out
sign out
THE USUAL
NOT TODAY
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS 2050
Welcome back,, Allie!!
THE USUAL
NOT TODAY
USUAL AdDRESS
NOT THIS TIME
PICK UP AS USUAL
NOT THIS TIME
sign out
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS 2050
PICK UP AS USUAL
NOT THIS TIMEOR
If “the usual,” go to screen 2. If “not today,” default to regular app.
If “pay as usual,” go to screen 4. If “not this time,” default to regular app.
Acknowledgement screen.
Automatic Hut Bucks tally screen.
If “pick up,” go to screen 3. If “not this time,” default to regular app.
If “usual address,” go to screen 3. If “not this time,” de-fault to regular app.
1 2A 2B
3 4 5
14
Please note the box in the upper right corner of the screen. This is where the customer loyalty program lives.
While being able to order in 15 seconds or less will stimulate trial of online ordering, the loyalty program, Hut Bucks, will reward repeat purchases and therefore bring about habituation. When each person initializes her or his file within his or her personal app – archiving preferences for the usual pizza, the usual delivery address or pick-up and the usual method of payment – a one-time screen will explain that Hut Bucks will automatically accrue with every order until enough have accumulated to make an order free.
From that point on, Hut Bucks’ seamless and automatic integration into online ordering and the app requires no extra effort on the part of the consumer. Offering a customer loyalty program exclusively through digital ordering drives traffic exactly where we want it.
Hut BucksPICK UP AS USUAL
NOT THIS TIME
sign out
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS 2050
ALLIE,
YOU NOW HAVE
3000HUT BUCKS
THANKS!
(Note, please, that we do not propose a formula for the accumulation or cash value of Hut Bucks. This is something for Pizza Hut’s actuaries to work out, according to corporate standards for couponing and discounting. The numbers shown on the sample screens are for illustration only.)
Loyalty Program
8 4 Research suggests – insists, in fact – that a rewards program will alter consumer behavior. The program will be completely automatic. With every digital order, the consumer will receive a number of Hut Bucks. When a sufficient number of Hut Bucks has accumulated, the cus-tomer will receive a message telling her or him that this pizza is free.
%% of respondents said that an automatic
rewards program would influence where they buy their pizzas. 15
SPLITTING The second modification we propose to the existing app addresses and solves a common problem, one that, given the social nature of pizza, we have all encountered. Whenever a group of friends wants to order pizza, the same situation pops up. Jim does not have any cash, but he has his card on him. John only has his card on him, too. Beth brought cash and a card, but she does not want to pay for everyone. Sound familiar? This is because Jim, John and Beth are using the technology of then to order the Flavor of Now.
A minor modification to the existing Pizza Hut app can switch the process to not only the technology of now but also to the culture of now.
With the split-the-bill feature, customers will be able to do just that: split the bill. A notification will be sent to each friend on his or her own device where they then can accept the invitation to divide the bill up between them. If a friend does not have a Pizza Hut account, they have the option to put their card information in manually or Snap a Pic.
THE BILL
16
2050 HUT BUCKS
PAY WITH CASH
DIFFERENT CARD
SPLIT THE BILL
2050 HUT BUCKS
ADD FRIENDS
ADD CREDIT CARD
name
name
name
ALL SET!
sign out sign out
Pizza Hut 2 mins ago
Accept Decline
Allie Napoli has invited you to Split the Bill
8:22Friday, June 22
If “cash,” then default to order completed screen.If “different card,” default to regular app.If “split the bill,” move to “add friends” screen.
This message will appear on friends’ devices. They may accept and enter their own cards or snap a pic of the credit card.
If“add friends,” enter digital contact info for those who will split the bill.If “add credit card,” then enter additional credit card numbers.
And Now A Word From Our Sponsor
In “Cradle” a loving but tired mommy grabs a few valuable seconds of freedom to order her usual pizza. In “Bubble Wrap” an average Joe needs to finish popping every bubble on the most entertaining piece of
In ‘Postcards from the Edge,’ Carrie Fisher’s character memorably observed, “The problem with instant gratification is that it takes too long.” That 1990 line presaged the mindset of the generation of now.Everybody’s doing something. Always. Everybody worries about not having enough time to do the things they have to do. To the generation of now, time has become a rare and precious commodity. Our television promises the amazing reality of being able to order a pizza in 15 seconds.
ANNCR: If you suddenly find your-self with 15 whole seconds of your very own, order your usual pizza delivered to the usual address and charged to the usual card.SFX: baby begins crying
Hand comes back into frame, begins rocking cradle again. Baby quiets.ANNCR: Okay, play time’s over.
ANNCR: Download the PIzza Hut app to your laptop, tablet or phone and get the Flavor of Now now.
(Hand rocking cradle. Hand stops rocking cradle, leaves frame.)FV/O: (sighing) Finally.
Cradle
Each execution shows someone doing something. The person pauses for a real-time 15 seconds then returns to the something. During the 15-second pause, our rather hard-sell sales message plays. In a sense, it’s the digital age’s equivalent of an old-timey product demonstration commercial.
packing material ever created, but not before he knows his usual pie is en route. In “Wedding” a young bride sees just how quickly her new hubby can order the Flavor of Now for the two of them. Our sales message will run in the 15-second hiatus, emphasizing either the 15-second ordering message or the Hut Bucks reward program. Each 30-second commercial ends with the Pizza Hut identity as well as the Flavor of Now message, integrating the Flavor of Now with the technology of now.
17
Popping stops. Hand leaves fame.ANNCR: Just relax. Order your usual pizza delivered to the usual address and charged to the usual card in 15 seconds or less. Then get back to the important stuff. Like cheap stress relievers.
SFX: Popping sounds ANNCR: Download the Pizza Hut app on your laptop, tablet or phone and get the Flavor of now. Now.
TS of couple in wedding garbSFX: muted organ musicPRIEST: You may now kiss the bride SFX: cheers, clapping
TS of groom’s hand pulling away from embrace.ANNCR: When you download the Pizza Hut app, order any time, anywhere in 15 seconds or less. When you’re enrolled in the Hut Bucks reward program, you can start a tasty little nest egg.
TS of groom’s hands going back around bride’s waist.SFX: audience sighing
Announcer: Download the Pizza Hut app to your laptop, tablet or phone and get The Flavor of Now now.
Bubble Wrap
Wedding
Hand re-enters frame. Popping sounds begin again.
18
#15SecondChallengeThe #15SecondChallenge is a participatory demonstration of how fast 15 seconds really is. For 15 days, Pizza Hut will challenge its customers to record themselves doing certain tasks such as eating a slice of pizza, doing 10 push-ups and unrolling a roll of toilet paper in only 15 seconds or less. Any customer who is able to pull off the stunt on video can post the record of their meeting the challenge to YouTube, Instagram, Facebook
#15SecondChallenge #PizzaHut
#15SecondChallenge #PizzaHut
and Twitter, hashtagging #15SecondChallenge.
Anyone who meets the challengereceives Hut Bucks to credit digitally to their app. Prior to this campaign, Pizza Hut will promote the #15SecondChallenge through all of their social media accounts as well as with sponsored BuzzFeed articles.
19
Random Acts of PizzaReddit, often called the front page of the Internet, is an online community with message boards tailored to certain interests called subreddits. One existing subreddit, Ran-dom Acts of Pizza, centers around two things: pizza and kindness. Users share stories about their need for pizza in hopes that someone will fulfill their request. We will be that someone.
Pizza Hut will create a Reddit account and respond to users, perhaps 10 per day, sending E-gift cards in response to different stories posted throughout the day. Each Pizza Hut response on the Random Acts of Pizza site will make plain that the gift pizza is redeemable via the online ordering app, a message that will be seen by each and every follower of this pizza-focused subreddit.
Research substantiates that Millennials react very positively to businesses that incorporate charity and social responsibility into their corpo-rate culture. This simple promotion is, first and foremost, charitable, but itntegrates that charity directly to Pizza Hut’s promotion of online order-ing. Conducting the entire transaction in the digital realm – from request to response to fulfillment – reinforces and integrates the message of speed and ease.
Random Acts of Pizza User: Broke college student stuck in the library studying for finals. I could really use a meal.
Pizza Hut: Sending an E-gift card right now, redeemable online or on the Pizza Hut app. Try a Five-Alarm Flavor of Now. Thanks for all your hard work!
Random Acts of Pizza User: Anyone want to send a pizza to the Boston Fire Department?
Pizza Hut: Let us spice up your meals. Try a Flavor of Now pizza, on us. Here’s an e-gift card redeemable online. It’s fast, easy and incredibly tasty.
Random Acts of Pizza User: I’m running out of ideas and money for groceries. My kids are tired of mac and cheese every night. Can you help a mother out?
Pizza Hut: Keep hitting the books. While you’re at it, we’re sending you an E-gift card right now, redeemable online or on the Pizza Hut app.
20
BuzzFeed
We know that Millennials lead busy lives. BuzzFeed turns engaging, otherwise lengthy content into short, easy-to-read articles, infographics or quizzes that Millennials simply eat up (pun intended). Millennials love it, and that shows. BuzzFeed has over 175 million unique visitors, half of whom are 18 to 34 years old. BuzzFeed clients have a 42 percent increase in purchase intent.
MILLENNIALS
BuzzFeed’s creative team really gets Millennials. Through paid posts, BuzzFeed will work with Pizza Hut to create content based on the technology of now, and being able to order in 15 seconds or less, that will engage Millennials. From quizzes to find which Flavor of Now pizza suits your personality to lists of the greatest pizza innovations of the 21st century, ending with being able to order in 15 sec-onds or less, of course.
BUzzY LIVES
LIVE
21
PizzApp Pop-Up Digital CaféThe PizzApp Pop-Up Digital Café will draw customers into the digital ordering expe-rience first hand. Pizza Hut will construct several portable pop-up pizza stores to be deployed in high foot-traffic environments such as sporting events, Blake Shelton con-certs, perhaps even in bustling downtowns or on college campuses.
22
The exterior walls of the Café will be lined with six to eight very large touch screens that display an oversized version of the current, visually appealing ordering app (minus the 15-second “usual pizza” screen, of course). Customers can order and pay for their Flavor of Now pizzas straight from the screens. Once the order is complete, the kitchen prepares their meal, which will be available for pickup from the central kitchen.
The PizzApp Café will introduce multitudes of consumers to the ease and efficiency of on-screen ordering, the first step in habit-uation. At the end of each order, the final screen message will invite the customer to take advantage of the Pizza Hut app on their personal laptop, tablet or phone and will end with the 15-second promise for ordering their usual pizza.
This is a consumer campaign, and the message must reach the millions of people in our target audience with enough frequency to ensure recall. This means a big media buy against judiciously indexed audiences. For men, it will be Adult Swim, Comedy Central, ESPN, ESPN2, Fox Sports 1, MTV, Spike and TBS. For women: MTV, TBS, TLC and VH1.
CABLE TV RATIONALE&
Our second flight of media buys is primarily sports-weighted, centered around the World Series, because the only things that sports fans love more than the big game are their phones and tablets. We found that 86 percent of viewers are on their tablets while watching sports, and an astounding 89 percent are using their smartphones. By catching consumers with either of both devices in hand, they will be more likely to order digitally.
Our digital media will not only reach a large audience, it will reach the right one. YouTube reaches 35 percent of all U.S. Millennials. At only $0.20 CPV we will be getting more than a bang for our buck – we will get a massive explosion for our buck.
DIGITAL RATIONALEBuzzFeed has a reach of over 87.5 million people in our target market and clients have a 42 percent increase in purchase intent once on the site.
What’s on Right Now: Media
We will go dark for four weeks to avoid fatiguing our creative, shifting to digital media during this time. (See media flow chart.)
Hulu also indexes extremely well against Millennials, reaching 26 million viewers aged 18-34. With Hulu’s advanced audience targeting capabilities, we can be sure that we are reaching the right eyes.
23
We will use Double Click, a third-party ad server, to track clicks, click-through rates and impressions on all platforms. Hulu and YouTube will use audience-targeting tools to ensure we are re-ceiving the impressions we’ve paid for—YouTube through PPC and Hulu through CPM. These platforms will also use frequency capping to ensure proper viewing frequency for each viewer.
On BuzzFeed, we will track content performance in real-time using BuzzFeed’s social dashboard.
For our Random Acts of Pizza Campaign on eddit, we will measure the effectiveness through positive sentiment on Pizza Hut’s other social media accounts, as well as the upvote/downvote system embedded in reddit itself. We will also compare the number of E-gift cards issued by Pizza Hut versus the number redeemed. Because this campaign deals more with corporate responsibility and charity, we are less worried about the raw numbers for this, placing more value on the number of hungry people being helped. During our #15SecondChallenge campaign, we will monitor the number of posts using the designated hashtag, as well as the number of Hut Bucks awarded throughout its 15-day span. Other than social engagement, we will measure the success of the campaign through viewing the total number of Pizza Hut app downloads. If there is a spike during the 15 days the campaign is running, it will be deemed a suc-cessful venture.
The PizzApp Digital Café concept’s success will be measured, first, through participation. If there are lines down the block, excellent. We will survey a random sample of participants in regards to their experience. If there is a spike in Pizza Hut app downloads in the location of the event, it will be consid-ered a success.
Success on cable TV will be measured through the total number of viewers with the national cable network ratings. Customer con-version will also be measured through spikes in app downloads and increased traffic to the Pizza Hut website and social sites, correlating shifts in downloads and digital traffic to programming.
Social and Public Relations
So Now What?
Cable TV
Digital
24
Rewards
Habit
Speed HOW ITINTEGRATES
Cable
Buzzfeed
Pop UpShop
15 SecondChallenge
YouTube
Digital Channels
25
. . . . . . . . . . . .
. . . . . . . . . . . .
. . . . .
. . . . .
. . . . . . . . . . . . .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. . .
2015 Media Flowchart
26
CitationsAdMall for AgenciesAlleger Jason (2012) How Much Do YouTube Ads Cost. Penapowers.com http://www.pennapowers.com/how-much-do- ads-on-youtube-cost/Bosomworth, D. (2015). Mobile Marketing Analytics, Mobile-Marketing Statistics Smartinsights.com http://www.smartinsights.com/mobile- marketing/mobile-marketing-analytics/mobile-marketing-statistics/“Change the Way You Sell Digital with the NEW Digital Audit.” AdMall: Local Advertising and Digital Media Sales Intelligence. N.p., n.d. Web. 02 Feb. 2015.Cohen, J. (2010, January 1). Hulu Tops Video Ad Views. Tubefinder.com http://www.tubefilter.com/2010/07/22/hulu-tops- video-ad-views-grosses-19- million-in-june/Durante, Tom. Guest lecturer. Art Director, Iris AtlantaExperian HitwiseGrey, Norm. Guest lecturer. President, The Creative Circus and Member of the Advertising Hall of FameHulu.com UVs for December 2014 | Compete. (2014). Retrieved February 14, 2015, from https://siteanalytics.compete.com/hulu.com /#.VRModlu1nzIHulu.com http://www.hulu.com/advertising/ad-product/video-interactive/ action-bar/Hulu. (2015). Retrieved February 14, 2015, from http://next.srds.com/nmp/ datacard/show/7148Kantar Media SRDSKelso, A. (2014, June 27). The (half) year in review for the pizza segment. Retrieved March 25, 2015, from http://www.pizzamarketplace.com/ articles/the-half-year-in-review-for-the-pizza-segment/Lenhart, A. (2012, March 19). What teens do with their phones. Retrieved March 14, 2015, from http://www.pewinternet.org/2012/03/19/ what-teens-do-with-their-phones/
MarketingCharts staff (2014) So How Many Millennials Are There Anyway http://www.marketingcharts.com/traditional/so-how-many-millenni als-are-there- in-the-us-anyway-30401/“Mobile App Statistics - July 2014 Round-up.” Smart Insights. N.p., 08 July 2014. Web.eb. 2015.NielsenPizza Hut Customers In the United States. (2014, January 1). Retrieved March 25, 2015, from http://www.admall.com/mallmap/boosters/ audience_rpt.cfm?isreport=Y&MediaType=22&AIGroupID=All&AIA CatID=U178Spangler, T. (2013, January 1). Hulu No. 2 on Videos Served Behind YouTube. Multichannel.com http://www.multichannel.com/news/video/hulu-no-2-videos-served- behind- youtube/306358Stone H., C. (2014) 39% of College Students Like Internet Advertising. Audiencescan.com http://www.audiencescan.com/college-students-prefer-internet- advertising/Therno, R. (2015). Mobile app promotion methods Smartinsights.com http://www.smartinsights.com/mobile-marketing/app-marketing/ mobile-app-promotion-methods/Youtube.com/statistics https://www.youtube.com/yt/press/statistics.html
27
