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8/3/2019 Wendy's April Fries SCR
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WendysApril Fries Campaign
Strategic Campaign Review6.21.2011
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CampaignOverview
Campaign Details:
Run Dates: 4/4 5/1/2011
Guaranteed Impressions: 41,047,525
Total Delivered Impressions: 41,110,887
Total Cost: $185,392.00
Total Clicks: 35,903
CTR: .09%
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Wendys April Fries: Performance
Impressions and CTR sharply increased on 4/20
In FY12, run a takeover on this date to reach a highly
engaged audience
Campaigns CTR of .09% was 50% higher than the Restaurant
Benchmark CTR of .06%
CTR
Wendy's Campaign .09%
Restaurants/QSR .06%
Yahoo! Advertising Analytics
June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add up to 100%.
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Wendys April Fries vs. Restaurant Industry
Wendys Share of Clicks is 10.5%, while Share of Impressions from the
Restaurant category is 9.5%
Share of Impressions and Clicks against the benchmark peaked in the fourth
week of the Campaign:
Impression SOV = 25%
Clicks SOV = 45%.
Opportunity for Wendys to be the leader in the restaurant category by
increasing campaign spendYahoo! Advertising Analytics
June2011
*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add up to 100%.
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Wendys April Fries: Demo Targeting
Gender Analysis Female clickers indexed 23% higher than
the restaurant category average
Natural Fries messages may have
been more alluring to an increasing
health conscious female audience
Males represented 39% of clickers, slightly
less than females and the category index
Experiment with Yahoo! Smart Ads
to see if specific creative layouts
appeal more to Males
Age Analysis
Ages 18-34 CTR rate is 1.3X higher than
the restaurant benchmark for this age
segment
Wendys reached their target audience,
with Ages 18-34 representing almost 95%
of known viewers
Yahoo! Advertising Analytics
June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add up to 100%.
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Wendys April Fries: Behavioral Targeting
Behavioral Targeting Analysis
Wendys targeted the Fast Food BT which
indexed 4.6X higher than the restaurant
benchmark CTR
Campaign viewers interested inTelecommunications were a highly
impressionable audience, clicking 9X more
than the overall restaurant category
Future BT opportunities to increase
viewer engagement, campaign CTR, and
user action include:
Games
Restaurants
Yahoo! Advertising Analytics
June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add up to 100%.
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Wendys April Fries: Property Targeting
Yahoo! Advertising Analytics
June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not addup to 100%.
Property Targeting
Campaign viewers are 14X more likely to
be on Yahoo! Wireless than the average
restaurant clicker
Telecommunications was also theleading Behavioral Target Mobile
is a huge opportunity for Wendys
in 2H 2011
Yahoo! Games is a leading property for
campaign viewers, with 12.1% of viewers
clicking and 1.6X more clicks than the
category average Yahoo! Local also showed strong
performance, over indexing by 29%
against a typical restaurant campaign
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Wendys April Fries: Screenshots
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Wendys April Fries: Future Recommendations
Yahoo! Advertising Analytics
June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not addup to 100%.
BIG IDEA FOR 2H FY11 and FY12: INVEST IN MOBILE
Drive revenue by reaching an engaged audience in Mobile
Mobile lines had a .6% CTR , 550%higher than the overall campaigns CTR of .09%,
and 14X higher than the restaurant mobile property index.
Mobile lines represented 64% of clicks on just 14% of spend.
Advertise where your audience isOffer a custom Wendys coupon on the mobile/tablet
application IntoNow the week of April 20th
Wendys April Fries campaign peaked the last week of April, with the highest
impressions levels on 4/20. On this day, Wendys owned more than 50% Click SOV for
the restaurant category. Capitalize on this present and impressionable audience viaYahoos new social, innovative application IntoNow.
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Appendix
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Wendys April Fries: Industry Reports on Mobile
Yahoo/Nielsen Survey August 2010
In a recent Nielsen survey, Yahoo learned that 3 out of 4 diners
have made a dining-related purchase after doing mobile
research.
88% of restaurant go-ers took any action (dining at restaurant,
ordering take out in person/over the phone) after doing mobile
restaurant research.
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Wendys April Fries: IntoNow Y! Mobile Solution
IntoNow is a mobile and tablet application that enables users to identify and
share TV programs with their friends. IntoNow recognizes what youre watching in the moment, with just the touch of
a button.
Based on SoundPrint, our patented audio recognition and indexing platform,
IntoNow knows what youre watching whether its live, recorded, or online.
Socialize
Facebookand Twitter
Amplify
EarnedMedia from
SocialActivation
Activate
TV Content(Shows, Movie
Trailers,Commercials)
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Wendys April Fries: IntoNow Y! Mobile Solution
Tag
Open the App and listen
to your TV. IntoNow will
recognize your show within
4-12 seconds
Share
Once on the show page,
users can share what
theyre watching on
Facebook or Twitter
Discuss
Users can start or join
discussions with all
viewers or their friends
IntoNow experience How it Works
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Wendys April Fries: IntoNow Y! Mobile Solution
Wendys IntoNow Coupon Example
Step 1:
Users tag the
commercial and
unlock coupon
Step 2:
Users select a
location to redeem
their coupon at
Step 3:
Users confirm their
selection
Step 4:
Users receive their
unique bar code