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You have to have a clear surface before you put your fists in the dough.
You never know what you may “knead”.
Execution is everything so we’ll need a strong base.
It’s got all the details. The sauce is the boss.
EXECUTIVE SUMMARY
RESEARCH & STRATEGY
CREATIVE
USER EXPERIENCE
PROMOTIONS
SYNERGY
CAMPAIGN EVALUATION
THE TEAM
Give ‘em something nice and cheesy to look forward to.
Needs to be the right pizza for the right person.
Did our pizza taste good?
We’re a package deal.
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1
In 1950, the Carney brothers asked to borrow $600 from their mother to start a pizzeria. Thank goodness for her support because that little pizza place has grown into the world’s largest pizza company with over 6,300 restaurants in the U.S. Since then, Pizza Hut has been a leader in the industry by introducing the world to such innovations as stuffed crust and deep pan pizza. For years this made Pizza Hut the go-to place for family and friends to enjoy America’s favorite food — all under one roof. But recently, sales have declined as surrounding pizza chains out-positioned the red-roofed-restaurant in the digital ordering territory. Pizza Hut cannot stay where they are and continue to be competitive in such a technologically driven culture. The Arrowhead Advertising Team made it our mission to establish Pizza Hut as today’s king of online and mobile ordering — after all, they sold the first-ever item on the Internet: a large pepperoni, sausage, and mushroom pizza. To achieve this, we started by learning everything we could about our 18–49-year-old target market, our competition, and the pizza industry. Through primary and secondary research, we identified four distinct consumer segments, each having a lot to say about Pizza Hut. We discovered the red roof was outdated in the eyes of our consumer since many had not interacted with the brand since childhood. Pizza Hut is where they went for birthdays, ‘Book It!’, and post little-league baseball games — all types of celebrations. The newly introduced ‘Flavor of Now’ rebrand has regained the attention of curious consumers but still needs a digital extension to compete with other technology-driven pizza chains. There is a chance here to align Pizza Hut’s heritage and the new product roll-out to create an ordering experience like no other. Our message, in its simplest form is this: Pizza Hut’s digital experience delivers a means of celebration, no matter how big or small the occasion.
Using consumer and industry insights we have collected along the way, Arrowhead Advertising has built a campaign that combines Pizza Hut’s past with Pizza Hut’s present — a true integration of their celebratory spirit accompanied by a new and improved digital presence that will increase online orders to 75% by the campaign’s end.
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INDUSTRY OVERVIEW
Americans now want pizza options that often depart from the traditional cheese or pepperoni variations. This shift speaks to a broader emphasis on personal health; consumers expect restaurants to offer health-conscious alternatives like whole-grain or gluten-free crusts to accommodate what has become an increasingly prevalent shift in lifestyle.
In an industry that has always demanded convenience, simplicity, and immediate satisfaction, the rise of mobile technology such as smart phones and tablets has only accelerated the digitization of the pizza market. The typical dining experience is no longer confined to the traditional sit-down restaurant, as consumers turn to innovative devices to satisfy their cravings wherever they are.
The ubiquity of technology has radically altered the brand-consumer dynamic. Consumers expect brands to infuse their experience with the same simplicity and seamlessness that drives their digital lives on a daily basis.
BIGGER BUSINESS
A CHANGING PALATE
THE RISE OF TECHNOLOGY
EXPANSION & INNOVATION
ONLINE ORDERING
The ever-increasing variety and capabilities of digital devices provides companies with a range of new touch points designed to enhance relationships with their customers, offering seamless, web-based ordering systems and engaging social media content. In addition, social media accounts have become digital extensions of the brands themselves, playing a crucial role both in projecting a consistent identity and cultivating a prosperous relationship with the consumer.
In addition to revamped menus, online ordering has become the competitive differentiator among brands. Recent innovations like voice ordering and “pizza trackers” have allowed brands to distinguish their system as the most innovative and easiest to use.
In order to gain a comprehensive understanding of the current pizza marketplace — including emerging industry trends, the digital landscape, and how, when, and why people eat pizza — Arrowhead Advertising consulted 50+ relevant articles, reports and case studies, as well as conducted extensive primary research, utilizing:
FOCUS GROUPPARTICIPANTS
SURVEYRESPONDENTS
GUERILLA INITIATIVERESPONDENTS
PERSONALINTERVIEWS
Simply put, pizza is at a crossroads. A shift in consumer preference toward a wider range of flavors, combined with the universal adoption of web-enabled technology, has forced pizza chains to reinvent the traditional dining experience:
With the 2008 recession firmly behind them, consumers are more inclined to spend, particularly when dining outside the home. The 2014 IBISWorld Industry Report 1 suggests pizza restaurants that target Americans of higher income brackets by offering more expensive, gourmet menu items will be primed for the greatest growth.
1 Brennan, Andy. Rising Dough: Pizza Innovation and Improved Incomes Will Drive Demand and Revenue. Rep. N.p.: n.p., 2014. Print.2 Focus group participant“The [pizza] experience is outside of the pizza place” 2
Bruce, 20
3
Industry digitization has also had a profound effect on the competitive landscape — digitally inclined chains have captured market share from smaller-scale pizza providers who now struggle to keep up due to a lack of capital and/or technological know-how. Thus, major national chains — namely Domino’s, Papa John’s, and Little Caesar’s — now stand as Pizza Hut’s main competition. In addition, Pizza Hut’s inability to project a solidified identity has further hindered its top-of-mind awareness in relation to competitors.
Despite laying claim to the largest share of the market and highest total sales figure of 2013, Pizza Hut (30%) is a distant third in the digital space to both Domino’s and Papa John’s, each of which derive about 45% of their total sales from digital ordering.3 This stems from Pizza Hut’s perception as a brand that is stuck in the past, both digitally and in their product portfolio.
Pizza Hut took the first steps in addressing changes in consumer tastes by updating the brand. In November of 2014, it launched the “Flavor of Now” campaign, the company’s biggest re-branding push in its 57 year history. “Flavor of Now” introduces ten crust options, six new sauces, five new toppings, four new “drizzles”, and 11 specialty pizzas to the menu. The campaign is also accompanied by a revamped brand aesthetic, which features a bolder, more modernized design and color scheme — consistent in everything from its website to its pizza boxes. Even its logo — the familiar red roof — has been made flat and one dimensional: “We’ve got a lot of equity in that roof,” says Jared Drinkwater, VP of Marketing at Pizza Hut, “but it’s time for a little makeover.”6
Pizza Hut has always been synonymous with its logo, namely the iconic “red roof” symbol, and its focus on the casual dining experience. Now, however, growing market digitization situates Pizza Hut’s commitment to providing a superior dine-in experience as drastically unaligned with the wants and needs of the modern, on-the-go consumer. Pizza Hut must consider ways to make “hospitality, comfort, and togetherness”7 seem relevant and accessible in today’s digital realm if it wants its brand experience to transcend its dining rooms.
15.3%
9.7%
8.1%
6.5%
$247 M 11
$191.1 M
$88.5 M
$153.3 M
30% 12
53% 13
Does not participate in online ordering
45% 14
?Honesty/Transparency
Value
Quality Ingredients
“It’s not a meal—it’s an event.”Pizza is synonymous with sociality; be it the Super Bowl or a birthday party, pizza is the go-to food for any social or celebratory affair because of its convenience, wide appeal, and ability to be shared with a group. “I want it now!”The rise of digital ordering mechanisms has reinforced pizza’s identity amongst consumers as an affordable dining option that can be acquired quickly, if not immediately.
9 Brennan, Andy. Rising Dough: Pizza Innovation and Improved Incomes Will Drive Demand and Revenue. Rep. N.p.: n.p., 2014. Print.10 Nielsen (2009, 2012)11 Morrison, Maureen. "Pizza Hut Taps Deutsch to Take Over Creative Duties From McGarryBowen." Advertising Age Agency News. Advertising Age, July 2014. Web. <http://adage.com/article/agency-news/pizza-hut-prepares-tap-deutsch-handle-creative-duties/294158/>.12 Gagliordi, Natalie. "Pizza Hut: Mobile Orders Surpassing Online Orders." Www.pizzamarketplace.com. Pizza Marketplace, Jan. 2014. Web. <http://www.pizzamarketplace.com/articles/pizza-hut-mobile-orders-surpassing-online-orders/>.13 Touryalai, Halah. "Technology, Not Pizza, Helps Domino's Crush Competitors And Grow Faster Than McDonald's Overseas." Forbes. Forbes Magazine, Oct. 2013. Web. <http://www.forbes.com/sites/halahtouryalai/2013/10/15/technology-not-pizza-helps-dominos-crush-competitors-and-grow-faster-than-mcdonalds-overseas/>.14 "Papa John's Celebrates Its Technology Leadership Position with Free Pizza Offer." (NASDAQ:PZZA). Papa John's, Mar. 2014. Web. <http://ir.papajohns.com/releasedetail.cfm?ReleaseID=835145>.
“When I think Pizza Hut, I think going there after a Little League game and I haven’t been there since.” 4
Trent, 19
“I probably haven’t been [to Pizza Hut] in like eight years.” 5
Rebecca, 22
“PIZZA HUT... EH.” Competitors like Papa John’s and Domino’s project distinct brand personalities — consumers can’t say the same for Pizza Hut, which is viewed as a run-of-the-mill brand with no consistent identity and pizza “you either love or hate.”8
HOW THE TOP PIZZA BRANDS STACK UP (2013)
Table 1
MARKET SHARE 9
MARKETING SPEND 10
% SALES FROM DIG. ORDERING
BRAND POSITION
3 Chen, Johnny. "Domino’s Wants You to Talk Pizza With Dom." The Motley Fool. N.p., 25 June 2014. Web.4 Focus group participant5 Focus group participant6 Lanks, Belinda. "Pizza Hut Goes Flat With Redesigned Logo."Bloomberg.com. Bloomberg, 11 Nov. 2014. Web.7 Pizza Hut Brand Standards Manual8 Focus group participant
(Continued on pg. 5)
Pizza Hut Domino’s Little Caesar’s Papa John’s
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“…but I want to speak with an actual person.”Although digital ordering is growing 300% faster than dine-in traffic15, it hasn’t been universally adopted; some consumers still favor ordering over the phone with an employee, which is perceived to ensure higher order accuracy and more secure payment. “I want it my way.”The ability to create their own pizza from a wide variety of toppings, cheeses, sauces, and crusts provides consumers with the personalized brand experience they’ve come to expect in the digital age.
(Total: 197) (Total: 178) (Total: 21) (Total: 80)
476 TOTAL PARTICIPANTS
Using color-coded brand squares and four panels representing the four major ordering methods, participants first selected which of the pizza chains they liked the most, then placed the chain’s square in the panel of their preferred ordering method: over-the-phone, desktop, mobile app, or carry-out. We then interviewed participants after they made their selections to gain even more insight into what led to their decision.
“If you had to order pizza right now, where and how would you order?”
Pizza Hut
Domino’s
Little Caesar’s
Papa John’s
Nonusers of online ordering prefer to interact with a human being either over the phone or in person due to the perceived higher order accuracy of the “human touch”. They also find the digital ordering process itself to be too time-consuming, overly complicated, and untrustworthy. Although they’re often hesitant to release private information online or through an app, this segment still indicated they’d be more inclined to order online if features like special coupons, order confirmation/tracking, and the ability to place orders in advance were available.16
Users of online ordering find the process to be expedient and especially useful when ordering on the go, or taking their time browsing menu items. They also favor interacting with their personal devices instead of an anonymous employee; they feel freer to create an order at their own leisure, more confident in order accuracy, and perhaps most importantly, a greater sense of value as a customer: “The app is more of my friend because it knows me better than any Pizza Hut employee.” 17
DIGITAL NONUSERS
DIGITAL USERS
There is a split in perception amongst those who do and do not prefer online ordering, particularly as it relates to interacting with restaurant employees and which process they find to be more trustworthy:
15 Kelso, Alicia. "The Top Online Ordering Trends Restaurants Can't Ignore."Www.qsrweb.com. N.p., May 2014. <http://www.qsrweb.com/articles/the-top-online-ordering-trends-restaurants-cant-ignore/>.16 Arrowhead Pizza Poll Insight17 Arrowhead Pizza Poll Respondent 18 Focus group participant 19 Focus group participant
“More like Greasy Hut.” 18Health consciousness and a desire for flavor options play a crucial role in modern consumers’ dining choices. Despite the recent launch of its “Flavor of Now” campaign, Pizza Hut still struggles to shed its perception as a purveyor of “greasy”, low-quality pizza.
“I used to go there after Little League.” 19Pizza Hut’s reputation as a place where people can enjoy a traditional dine-in experience is now unaligned with the wants and needs of the modern, on-the-go consumer. As a result, Pizza Hut is perceived as outdated and irrelevant in the digital market.
In order to find consumers’ brand and ordering preferences as well as to create an opportunity to engage with participants in a unique and fun way, we created the Pizza Poll.
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& SEGMENTATION
“The general pizza customer is a pretty broad target, typically 18–64-year-olds. In terms of digital, that target narrows to 18–49-year-olds and more specifically millennials aged 18-34.” 20
From our research, we discovered that despite having some commonalities, not all consumers within a given demographic are alike; this prompted us to consider behavior rather than demographic characteristics in order to identify, and then further segment our target market.
After consulting the findings of 67 “Esri Tapestry Lifestyle Segmentation” reports — which encompass the market profile for each segment of American consumers — we pulled the 14 segments that best fit the profile for our desired target: digitally inclined consumers who, although increasingly more health conscious, are still likely to frequent fast food establishments to take advantage of convenience and cost.
As research findings continued to reinforce the idea that consumers perceive pizza as “a social food”, we decided to further classify the consumers in each segment based on who they consumed pizza with: family or friends.
Of those who consume with friends, we further defined the segment based on life stage. Of those who consume with family, we defined that segment based on psychographics. This led us to define four target groups that allowed us to tailor executions unique to each segment within a broader 18-49 demographic. Even though millennials are more inclined to order digitally, our target market had to be broadened in order to make Pizza Hut’s primary digital goal more feasible.
20 2014 NSAC Pizza Hut Case Study
DIGITAL DREAMERS
SOCIAL WITH FRIENDS
THE IN-BETWEENERS
VALUE HUNTERS
THE FAMILY NEXT DOOR
From our research, we know that pizza is a social food. We clustered these 14 segments into 2 targets based on who they’re being social with: friends or family.
We analyzed 67 tapestry segments that represent every type of consumer in America, courtesy of data software provider Esri.
We analyzed 67 tapestry segments that represent every type of consumer in America, courtesy of data software provider Esri.
We didn’t just stop there. Within these 2 targets, we broke them down further and ended with 4 final targets defined by psychographics, household income,
current life stage and where they’re headed.
SOCIAL WITH FAMILY
We threw out 53 segments and landed on 14 final segments that are both digitally inclined and likely to indulge in a less than healthy meal.
Through data gathered from GfK MRI, we narrowed these 67 tapestry segments down to those that we felt would be prime candidates to order digitally.
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DIGITAL DREAMERS
THE IN-BETWEENERS
VALUE HUNTERS
THE FAMILY NEXT DOOR
To the Digital Dreamer, technology is at the center of everything they do. That makes it easy to target them digitally but with their vast knowledge of technological advances, it’s hard to show them something they haven’t seen before. Pizza is all about convenience, whether it is ordered after a night out or because they couldn’t make it to the grocery store. Either way, the digital ordering process must be sleek and effortless or we’ll lose their attention.
From newlyweds to new graduates, our tech-savvy In-Betweeners are going through major life changes. They are moving cities, moving in, and moving on to the next stage of their lives. These transitional periods can be chaotic so they do seek out constants — especially when it comes to brands. Our married In-Betweeners still have the mentality of singles when in social settings so for this segment, pizza is a means of bringing old and new friends together.
Our Value Hunters rarely make a purchase without a coupon and when they do, price always beats quality. They provide for their families through a strict deal-driven lifestyle. Pizza is a means of sustenance and the social aspect is just an added benefit. You are more likely to see them using a TV tray than sitting together at the table because family time to them is bonding over the house’s favorite show.
Between getting the little ones to school, little league, and those play dates, our Family Next Door leads a very fast paced life fueled by technology. Their tablet and smartphone are always at arm’s reach, with each day scheduled to a tee. There’s no other way to balance a full time job and the kids. Come dinnertime, you will find the whole house at the table enjoying each other’s company — especially when it’s pizza night. When it comes to ordering the pie, customization and speed is a must.
Gen-Y techies looking for constant advancement.
AGE RANGE: 18-35 #HH: 6,864,000
Beginning householders juggling the responsibilities of living on their own or a new marriage while retaining their youthful interests
AGE RANGE: 30s #HH: 5,143,000
AGE RANGE: 31-37#HH: 3,886,000
Deal-driven families content with living a slower paced life. Pizza is a means of feeding their families--the social aspect is just an added benefit.
AGE RANGE: 30-49 #HH: 12,781,000
Committed and connected. They have a higher standard of living and quicker pace of life. Pizza is the means to the social family experience.
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& RECOMMENDATIONS
Create an integrated campaign that modernizes Pizza Hut’s brand identity with the digital experience at the campaign’s forefront.
Reach the target segments through a synergistic media plan emphasizing the use of digital, social, and traditional media, but not excluding non-traditional media.
Enhance Pizza Hut’s user experience by developing solutions to common online ordering deterrents, and injecting the classic Pizza Hut experience into the digital space.
BRANDING
SYNERGY
USER EXPERIENCE
PROMOTIONS INITIATIVES
Research shows that consumers perceive a company more favorably when its brand stands for something and reinforces that position through its advertising.21
Increase the positive perception of Pizza Hut and it’s digital world through promotions designed to stimulate trial, registration, and repeat behavior.
OBJECTIVES In developing our strategy, we broke down each objective by defining them based on the area of Pizza Hut’s business they affected:
ADVERTISING MARKETING SALES
Position Pizza Hut as the top choice for customers who
order digitally
Provide the greatest digital ordering experience in the
category
Reach the target of 75% of all orders placed digitally by the
end of 2015
Consumers perceive other pizza chains as having distinct qualities and attributes. These serve as the competitive cornerstones of the brands’ identities, and are reflected heavily in their advertising. For example, Papa John’s — which had the most favorable perception amongst our survey respondents — embodies its commitment to the quality of its products in its “Better Ingredients. Better Pizza.” slogan. Pizza Hut needs to reflect on the qualities that made it so successful and build an updated positioning strategy to reinforce it. While “The Flavor of Now” is a step in the right direction in addressing a changing consumer palate, it doesn’t specifically focus on the digital space.
Perhaps the most prominent element of the Pizza Hut brand lies in its logo — the iconic red roof symbolizes a warm welcome into an environment where great experiences are shared over great food. As pizza evolves from a dine-in experience to an on-demand service, Pizza Hut needs to consider ways its brand can be experienced outside the brick-and-mortar restaurants.
In staying true to the Pizza Hut experience, the campaign must not reinvent the Pizza Hut narrative, but write a new chapter that resonates with the needs of the modern consumer.
What can Pizza Hut stand for?
Red Roof Symbolism
Not a new story, just a new chapter
21 Schiff, Allison. "Pizza Heavyweights Build Brand Affinity and Vie for Customer Loyalty." Direct Marketing News. N.p., Mar. 2012. <http://www.dmnews.com/pizza-heavyweights-build-brand-affinity-and-vie-for-customer-loyalty/article/229098/>.22 Schiff, Allison. "Pizza Heavyweights Build Brand Affinity and Vie for Customer Loyalty." Direct Marketing News. N.p., Mar. 2012. <http://www.dmnews.com/pizza-heavyweights-build-brand-affinity-and-vie-for-customer-loyalty/article/229098/>.
“As far as I can tell, Pizza Hut doesn't stand for anything — they need to go back to the drawing board and figure out who they are and what they stand for, and it can't just be $10 pizza.” – Bernie Pitzel, The Jacobs Agency22
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THE SINGLE THOUGHT WE WILL COMMUNICATE
BRAND-DEFINING IDEA
IDENTITY CROSSROADS
TONE & PERSONALITY
The connection between Pizza Hut and the social experience has weakened in the minds of consumers. The brand’s emphasis on the dine-in experience renders its classic identity as outdated and misaligned with trends in the pizza as well as the broader quick-service food industry.
Every moment is a chance to celebrate; just as pizza consumption is no longer confined to the four walls of a restaurant, so too is celebration no longer limited to milestone events. This idea must be transformed into a trigger point to order digitally.
The Pizza Hut digital experience delivers the ideal tribute to any celebratory moment.
Welcoming, Inspiring, Sociable, Relatable
People are always looking for reasons to celebrate — New Year’s, birthdays, graduations. But what about the moments that don’t have a title? When did celebration become exclusive to achievement and not enjoyment?
Now’s the time for Pizza Hut to redefine celebration:
To give meaning to those everyday victories. To use today’s technology to make the most of today’s moments.IT’S TIME TO GRAB A SLICE AND MAKE A TOAST.HERE’S TO the daily celebrations, with family that became your friends, and friends that became your family.HERE’S TO the little things that make up the big picture. HERE’S TO pleasure.HERE’S TO enjoyment.
PIZZA HUT —
“HERE’S TO NOW” is the acknowledgment of a moment’s significance
“HERE’S TO NOW” is an ode to the power and presence of today’s technology
“HERES TO NOW” is immediate satisfaction; “I want pizza, and I want it now!”
“HERE’S TO NOW” is a celebration of how far Pizza Hut has come — it highlights the rebranding and new product rollout
But most importantly...
“HERE’S TO NOW” is Pizza Hut’s brand-defining idea manifested as a trigger point for digital ordering.
To test our concept among our target segments, we asked 200 respondents a series of questions in regards to our campaign tagline. Participant feedback only strengthened the faith we had in the “HERE’S TO NOW” tagline to capture the essence of our campaign.
92%
8%
Additionally, 92% of all responses emitted a positive sentiment toward the tagline,
“HERE’S TO NOW.”
What Comes to Mind When You Hear, “HERE’S TO NOW?”
Positive
Negative
When we asked what comes to mind when you hear “HERE’S TO NOW”, and then analyzed through Tableau and RStudio text analysis sentiment software, the word cloud below illustrates the most common words associated with the tagline.
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EXECUTIONS
Our 30 second television spot tells the story of how adorable underdog Scottie took home first place in his school’s Spelling Bee. To celebrate this everyday victory, his parents reward their super speller with the ultimate prize — Pizza Hut.
Frame 1: Scene opens at a school Spelling Bee. After his competitor spelled their word incorrectly, Scottie walks up to the microphone for one last round. We hear the off stage announcer say, “Your word is pepperoni.”
Frame 2: Scene cuts to a close-up of Scottie’s father anxiously watching in the audience. Mark pulls out his phone to record Scottie.
Frame 3: Scene cuts to an over the shoulder shot of Mark’s iPhone. We see Scottie begin to spell through the phone screen, “Pepperoni, P-e-p-p..”
Frame 4: Scene cuts to Scottie’s mom Cindy stuck at work. She receives a text message from Mark — it’s a video capturing Scottie spelling the rest of his word.
Frame 6: Scene cuts to an extreme close-up of Cindy’s phone as she texts her husband back. They decide to award their Spelling Bee champion with a pepperoni pizza. We see Cindy open up the Pizza Hut app on her phone.
Frame 7: Scene cuts to a wide shot of the family at their dining room table, sitting around the pizza — Scottie rightly at the head with medals hanging around his neck. Everyone then reaches for a slice. As Scottie takes a bite of his, both Cindy and Mark share a proud parent fist-bump.
Frame 5: Scene cuts to a close-up shot of her reaction as she watches. We hear Scottie continue, “e-r-o-n-i. Pepperoni.” The announcer then says, “That is correct!” Cindy gleams with pride.
TARGET: Family Next Door & Value Hunters DIGITAL FEATURE: Showcases Pizza Hut app
Frame 8: Scene cuts to a close up of Scottie as he raises his slice, toasting his everyday victory. We then fade to the Pizza Hut logo and “HERE’S TO NOW” tagline.
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Our 30 second spot, Everyday Victories, is our version of an anthem because it showcases, in the most relatable way, what a moment worth celebrating is. We follow a group of friends through the trials and tribulations of their digitally-focused days which ends with them ordering a Pizza online and enjoying it together.
TARGET: Digital Dreamers DIGITAL FEATURE: Pizza Hut website
Frame 12: The spot concludes with all the friends paying tribute to their days over a delicious Pizza Hut pie. We then fade to the Pizza Hut logo and ‘HERE’S TO NOW’ tagline.
Frame 1: Scene begins in Greg’s living room as he video chats on his iPad with Olivia. Greg asks Olivia, “Are we still on for tonight?”. Olivia replies “absolutely”, but drops her phone.
Frame 2: The scene shifts to Olivia’s POV as she relievedly sighs at the sight of her uncracked phone. She then reassures Greg of their plans: “Yeah, I’ll let everyone know.”
Frame 3: Olivia dives into her contact list to relay the plans to the rest of their friends.
Frame 4: The scene transitions to a parking garage where we see Carl and Brian scouring the floor for a spot.
Frame 5: Scene cuts to the car’s interior. Brian receives Olivia’s text message about tonight’s plans.
Frame 6: Brian lifts his head up from his phone to share with Carl: “Oh dude, Greg’s tonight at 7!” Carl quickly cuts Brian off as he elatedly spots the bright lights of a reversing parked car.
Frame 7: Scene cuts to Gina’s bedroom as she does some schoolwork.
Frame 8: Gina receives a snap chat from Brian, in which we see him and Carl claiming their coveted parking spot and then informing her of the evening’s plans: “Oh and don’t forget, Greg’s tonight at 7. You know what to do.”
Frame 9: Gina mutters the order to herself as she feels around her bed for cash. “Ok I guess that’s gonna be 1 large pizza…”
Frame 10: Gina reaches into her bookbag and unexpectedly finds a $20 bill: “...oh and some honey sriracha flavor sticks!”
Frame 11: Gina orders the pizza on Pizza Hut’s website.
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For our 30 second broadcast radio spot, we congratulate our corporate young-guns on a successful workday and offer up some dinner inspiration during their drive home from the office.
TARGET: In-Betweeners DIGITAL FEATURE: CTA on Pizza Hut app
It’s the end of you day and you made it through. You crushed those expense reports, sunk that paper ball jump shot, and finally made straight-faced Randy crack a smile. We say it’s time to celebrate.
Give yourself the ultimate pat on the back by ordering from the Pizza Hut app ‘cause nothing says “you’re on fire” more than honey sriracha crust. Pizza Hut — “HERE’S TO NOW”.
DRIVE HOME
Through precision targeting, this 15 second online spot will live in Pandora and be specifically placed in Study Genre Stations. For those diligent millennials who managed to choose hitting the books over hitting the bars, the ultimate celebratory study snack is just a click away.
TARGET: Digital Dreamers DIGITAL FEATURE: Leads to Pizza Hut website or app
STUDY BREAKTraditional, 5 PMPandora, Studying Playlist
Frame 4: and you could’ve just sent in your Pizza Hut order. Celebrate the everyday victories, Pizza Hut “HERE’S TO NOW”.
To remind viewers of all the everyday victories happening around the world in the 15 seconds it takes a registered Pizza Hut member to place a digital order, we created these preroll ads specifically customized for each segment in our target market. Self aware of his role in an advertisement, our spokesman poetically reels off all the great things going on right now.
Frame 1: Is there a better time than right now? In the 15 seconds it takes to play this ad someone out there just…
Frame 2: Gained a follower. Avoided a parking ticket. Found the remote.
Frame 2: Won a scratch off.Put the kids to bed without a fight.Bought one got one.
Frame 3: Got an extension on a paper.Took a power nap. Made it through an episode without buffering.
Frame 3: Unloaded groceries in one trip. Agreed on a movie.Got their kid off training wheels.
Frame 1: Is there a better time than right now? In the 15 seconds it takes to play this ad someone out there just…
Frame 4: and you could’ve just sent in your Pizza Hut order. Celebrate the everyday victories, Pizza Hut “HERE’S TO NOW”.
It’s late and you’re still studying. You fought the urge to go to happy hour, turned down coffee with the girl from 308, and the only text you read was in your books. We say it’s time to celebrate.
Order yourself the ultimate study snack by clicking the banner below. Nothing says brain food like the ‘Giddy-Up BBQ Chicken’ pie. Pizza Hut — Here’s to Now.
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DESIGN EXECUTIONS
Increase consumer awareness of Pizza Hut’s digital presences
Provide a seamless and cyclical ordering process that keeps users coming back
Make Pizza Hut’s app and website a necessity for both digital users and non-users
Encourage customers to create an online Pizza Hut account
To meet our objective of creating the best digital ordering experience in the category, three major additions to Pizza
Hut’s existing digital assets will be introduced.
Pizza Hut’s “Flavor of Now” menu allows for endless combinations of original toppings, crusts, and drizzles. To increase consumer awareness of the new menu, we will introduce FlavorPoint — an interactive board that provides a visually stunning platform for exploration and ordering.
FlavorPoint will be installed in high traffic, iconic locations. The board itself is a 4’ X 6’ stationary touchscreen where passersby are invited to customize their own virtual pizza using the revamped ingredients. Users advance through the stages of pizza creation — from sauces to drizzles — by tapping, dragging, and dropping on and around the pie crust. Once finished, they will be prompted to either hold their NFC capable device to the board or scan a displayed QR code to transfer the pizza from FlavorPoint to their phone. It is then added to a cart on the Pizza Hut mobile website where users can easily have their pizza delivered to them at a nearby address.
OBJECTIVES
BENEFITS
engaging way
applications
Times Square, NYC(Pictured Below)
Union Square, NYCNavy Pier, Chicago
Grant Park, Chicago
Santa Monica Pier, LA
Sunset Blvd, LA
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75%8:08 PMCarrier
Thursday, February 12
Amanda - Your pizza is 5 minutes away. Don’t forget to put your pants on!
Door-to-Door puts to rest the age-old question of, “How long until the pizza gets here?” By utilizing simple GPS and barcode software, located on a delivery driver-side app, customers will now know when their pizza is on its way and how long the wait will be. Order receipts are assigned a barcode that drivers scan when en route. Upon scanning, the driver-side app approximates the time it will take to reach the destination. So once the order is out Pizza Hut’s door, customers receive push notifications when the driver hits the 15, 10, and 5 minute mark. For access to Door-to-Door, users must sign up for an online Pizza Hut account.
Say goodbye to that awkward, and often complicated process of splitting the check among friends. When our user is about to check out on either the Pizza Hut app or website, they’ll have the option of paying with My Slice. If a group needs to split the bill, their Pizza Hut logins will serve as a payment method — no cash or cards needed. The simple and intuitive design allows the orderer to either charge individual items to friends or split the total evenly. All Pizza Hut accounts involved are subsequently sent an email asking for payment approval. After all parties have accepted, funds are transferred, pizzas are made, and nobody has to worry about IOUs.
engagement
BENE
FITS
Carrier 8:08 PM 75%
2
DESIGN EXECUTIONS
We created two promotions that use Pizza Hut’s website and app as engaging platforms while also getting us closer to the 75% digital ordering goal.
Increase brand interaction on an everyday basis
Encourage customers to create an online Pizza Hut account
Stimulate repeat purchase
OBJECTIVES
College GameDay is ESPN’s live pregame show that reports on highly anticipated college football matchups. Pizza Hut will partner with them for a season-long, voting-based promotion called Pick ‘n Play. One matchup each week will be highlighted on air. It’s simple — if the team you pick wins, you win. College football fans must create a Pizza Hut online account to play. Then by accessing the Pick ‘n Play ballots on either the ESPN or Pizza Hut website, they pick the team they think will win. Players who pick correctly will receive a coupon redeemable online for breadsticks or a Hershey’s Ultimate Chocolate Chip Cookie. In addition, they will participate in our weekly drawings where one lucky fan will walk away with free pizza for an entire year. This leads up to our Pick ‘n Play grand prize. Each time users correctly pick the winning team, they will be entered to win an all-expense paid trip for two to the College Football Playoff National Championship game in Glendale, Arizona. The winners will be announced in late December, 2015.
engagement
BENE
FITS
14
DESIGN EXECUTIONS
At the start of the “HERE’S TO NOW” campaign, Pizza Hut will introduce Pizza Perks — a point-based loyalty program that requires customers to sign up for an online account to enroll. Once registered, users redeem points for prizes based on a three-level incentivised tier system. Members automatically receive five free points for registering online — a great introduction to the program. Users continue to earn points with every Pizza Hut order. Each dollar they spend on the app, mobile site, and website is equal to one point.
PIZZA PERKS TIER SYSTEM
Chose either $5 off $25 puchase OR
Pizza Hut koozie
Chose either $10 off $25 purchase OR Pizza Hut
hat
Chose either $15 off $25 purchase OR Pizza Hut
hoodie
Additional points are awarded for ordering featured menu items like speciality pizzas and new drizzles. They’ll also be given the choice of receiving text or push notification messages such as Double Points Day reminders. This is an additional promotion that encourages purchase habits during non-peak periods. Pizza Perks members can keep track of their points and tier progress on the Pizza Hut app or website.
TIER 1: 75 points
TIER 2: 150 points
TIER 3: 250 pointsa repetition of
digital ordering
continually informed while also encouraging brand interactionBE
NEFI
TS
15
Television is one of the most efficient ways to build brand awareness and broadcast offers a national reach and coverage essential to reaching all four of our targets.
30 second spots will air both nationally and in our top 18 DMAs during early fringe, prime, and late fringe on shows and networks that our targets are watching. While some buys are geared specifically towards one of our target markets, many of these placements appeal to all four.
RATIONALE
167 170 120
- -
111 109 -
308 353 215 -
251 256 215 -
152 111
126
-
1. Los Angeles2. San Francisco3. Seattle4. San Diego
Media buys are based on our four target audiences’ consumption and lifestyle habits. To compliment the rollout of Pizza Hut’s existing “Flavor of Now” campaign while also bringing awareness to our “HERE’S TO NOW” extension, we will utilize high-impact, high-awareness, and high-engagement media channels.
Front-load media to achieve a maximum four-week reach of 80% during campaign kick-off, with an average frequency of 5. With the exception of August, reach will range from 50-80% over the life of the campaign with frequency averaging from 3-5
Select digital media that remains heavy throughout the six-month flight, generating 2.4 billion target impressions
Allocate budget based on demographic, psychographic, and geographic variables
Do not exceed budget of $41,000,000 over the course of the six-month flight
Create a pulsing schedule that combines continuous digital media and flighting traditional media around key sales periods to achieve the desired targeted goal impressions.
Increased interest and awareness will be generated during campaign kick-off through implementing both national and spot media buys.
Utilize digital media vendors that target based on demographics, psychographics, and geographic locations — all living on contextually relevant sites.
17. Tampa18. Miami
5. Phoenix6. Salt Lake City7. Denver8. Dallas
9. San Antonio10. Austin11. Houston12. Minneapolis
13. Chicago14. Detroit15. Atlanta16. Orlando
Source: Simmons
Digital Dreamers In-Betweeners Value Hunters Family Next Door
16
American Dad
The Cleveland Show
Family Guy
Futurama
American Horror Story
Sportscenter
College Gameday Pre-Game Show
Storage Wars
House Hunters
Love It or List It
167 170 120 126
- - 152 111
111 109 -
-
308 353 215 -
251 256 215
-
167 170 120 126
- - 152 111
111 109 - -
308 353 215 -
251 256 215 -
AdultSwim
FX
ESPN
A&E
HGTV
American Dad
The Cleveland Show
Family Guy
Futurama
American Horror Story
Sportscenter
College Gameday Pre-Game Show
Storage Wars
House Hunters
Love It or List It
253 200 269
313 272
246 201 262
-
345 429 310 -
225 268 178
-
137 126 118
109 94 171 142
137 170 105 105
121 131
123 132
Along with original programs, cable also builds brand message awareness and provides a variety of syndicated shows that are popular with our targets — all at a lower cost per point than broadcast.
RATIONALE
Adult Contemporary
Alternative
Contemporary Hits
Country
Hot AC
News/Talk/Business/Sports
Rock
Urban
Urban Contemporary
167 170 120 126
111 109 - -
308 353 215 -
- - 152 111
111 109 - -
251 256 215 -
121* 142* 156
- 211
171 150 172 165
- 93 139
151 154* 118* 205
138
251 256 215 -203 181
251 256 215 -210 171 212 236
251 256 215 -226 163 123
-
-
-
-
-
-
-
-
-
-
Our radio spots will run in our targeted DMAs on an aperture schedule, hitting consumers when they’re hungry like afternoon drive time and nighttime dayparts.
RATIONALE
-
-
-
-
-
-
-
-
Source: Simmons
Source: Simmons
-
Digital Dreamers In-Betweeners Value Hunters Family Next Door
TRADITIONAL SPEND & GRPs
JUL AUG SEP OCT NOV DEC TOTAL Broadcast - Prime
Broadcast - Late Night/News
Cable - Sports
Cable - Prime
Cable - Late Fringe
Syndication
Broadcast - Prime
Broadcast - Late Night/News
Cable
Evening Drive
Nighttime
Total
15
15
-
50
40
50
25
20
40
60
60
375
-
-
-
40
30
40
15
10
-
-
-
-
15
15
10
50
40
50
25
20
40
60
60
385
-
-
15
40
30
40
40
50
-
-
-
215
-
-
15
40
30
40
40
50
-
-
-
215
15
15
10
50
40
50
25
20
40
60
60
385
45
45
50
270
210
270
170
170
120
180
180
1,575
JUL AUG SEP OCT NOV DEC TOTAL Broadcast - Prime
Broadcast - Late Night/News
Cable - Sports
Cable - Prime
Cable - Late Fringe
Syndication
Broadcast - Prime
Broadcast - Late Night/News
Cable
Evening Drive
Nighttime
Total
TOTAL TRADTIONAL SPEND TOTAL GROSS RATING POINTS
$569,685
$315,705
-
$997,250
$311,360
$980,800
$834,475
$278,240
$406,040
$320,760
$71,400
$5,085,715
$797,800
$233,520
$784,640
$500,685
$139,120
$2,455,765
$569,685
$315,705
$340,470
$997,250
$311,360
$980,800
$834,475
$278,240
$406,040
$320,760
$71,400
$5,426,185
$510,705
$797,800
$233,520
$784,640
$1,355,160
$695,600
$4,357,425
$510,705
$797,800
$233,520
$784,640
$1,355,160
$695,600
$4,357,425
$569,685
$315,705
$340,470
$997,250
$311,360
$980,800
$834,475
$278,240
$406,040
$320,760
$71,400
$5,426,185
$1,709,055
$947,115
$1,702,350
$5,385,150
$1,634,640
$5,296,320
$5,674,430
$2,365,040
$1,218,120
$962,280
$214,200
$27,108,700
17
While our traditional media will run nationally with spot market support in the top 18 overall DMAs, we are able to use our digital advertising to speak more directly to each target. Esri ArcGIS fuses substantial data with geographical mapping software to help us identify, down to a zip code level, where our targets cluster. This will be used both in our target DMAs and nationwide. Though an overall DMA may be significant in size based on total population, our four very different segments may be concentrated in only certain areas within that DMA.
For example, in Dallas, through our demographic, psychographic and geographic ArcGIS data, we will be able to serve a digital execution completely tailored to Digital Dreamers in zip code 75287. With 33,385 Digital Dreamers in this zip code alone, we’ll be reaching 14% of the Digital Dreamers living in the Dallas DMA. Similarly, knowing the low presence of Value Hunters in 75287, we will be able to avoid serving an execution in this geographic area where it would not resonate with residents. However, in neighboring zip code 75060, there are 19,202 Value Hunters waiting to be reached. Based on this information, we can serve an entirely different execution unique to this target — all within the same DMA; something traditional media would not allow. Optimizations will be made throughout the campaign according to Key Performance Indicators: Click Through Rate, Conversion Rate, and Video Completion Rate.
This Dallas map illustrates the importance of knowing exactly where our targets are living. Digital Dreamers have a low population in size in the Dallas DMA; if we were to strictly have digital media based on DMA, we would be missing potential consumers. However, certain zip codes within the Dallas DMA have high concentrations of our Digital Dreamers. Knowing these zip codes, we can make sure they are being served an execution tailored just for them, only in these areas.
Conversely to Digital Dreamers, Value Hunters have a large presence in the Dallas area. In knowing all the zip codes that Value Hunters occupy, we are able to serve digital media executions unique to them and feel confident in having Dallas as one of the top 18 DMAs that we have spot market support in.
75060
0 to 723 723 to 3,333 3,333 to 6,589 6,589 to 11,337 11, 337 to 19,202
75287
0 to 1,662 1,662 to 5,864 5,864 to 12,318 12,318 to 27,723 27,723 to 33,385
18
SYNCED RICH MEDIA UNITS
EXECUTIONS
BANNER RICH MEDIA UNIT 600x300
Maintaining a consistent link between the “Flavor of Now” and our own executions is a must. These synced rich media units work in tandem to highlight both the “Flavor of Now” menu, and the new My Slice feature. A barrage of pizzas from the new menu cascade across the top 728x90 unit, before falling into the My Slice app in the 300x250 unit and being split amongst a group.
Everyday victories can happen anytime, anywhere. With the flexibility of the new menu, Pizza Hut now has the perfect pizza for any moment, regardless of what’s being celebrated. Through an interactive drop down menu, users will define what they are celebrating, and be given a suggested flavor best suited for their moment. The unit will live exclusively on Pandora.com, which is the perfect partner considering how personal and mood-based music is.
19
EXECUTIONS
SKIN & 728X90 DROPDOWN UNIT
PREROLL & MIDROLL 15 seconds
This background panel will be served along with this rich media OPA expand unit, highlighting our Pizza Hut Pick ’n Play promotion. Users will be given the option to place their vote directly from ESPN’s website. Participants who are not yet members of the Pizza Hut site will be taken to the registration page to complete the process.
Our preroll ads will be served through digital video partner YuMe, in a captivate unit that embeds our video in a visually engaging space, while highlighting new product rollouts along the bottom of the unit.
20
MEDIA PARTNERS
SELECTIONS
targeting capabilities within premium, high-quality content to reach our targets on contextually relevant sites.
targeting capabilities.
cross-screen units that will be served across desktop, smartphone, and tablet.
consumers’ attention and drive video views. Leveraging the power of sight, sound, and motion, the Captivate unit will not only air our spot, but bring attention to the new product rollouts and drive consumers to the Pizza Hut site.
RATIONALE
partners will compliment the splashes of our high-impact units to enable ongoing awareness across desktop and mobile.
optimize as needed.
SELECTION
while leveraging our Pizza Hut Pick ‘n Play promotion.
spend around high-profile games.
RATIONALE
SELE
CTIO
NS
RATI
ONAL
E
1,128
12.4
101
14,719
1,899
14.9
109
22,096
1,929
12.6
105
16,167
5,359
20.7
151
55,059
SELECTION
stomachs. Through an interactive rich media banner, we will play off Pandora’s mood-based context and highlight the Flavor of Right Now.
the Flavor of Right Now will generate a suggested pizza. Suggested choices will highlight the new product rollouts from the Flavor of Now.
RATIONALE
HOW ESPN.COM MEASURES UP
1,204
13.3
141
24,920
1,773
13.9
148
41,406
1,783
11.6
125
39,991
3,269
12.6
134
73,413
HOW PANDORA MEASURES UP
Uniques (000) Reach (%) Index Total Site Visits (000)
Source: ComScore Source: ComScore
21
and
6,294
69.4
116
167,000
8,961
70.2
118
249,806
10,762
70.2
118
311,704
17,725
68.4
115
483,828
HOW FACEBOOK MEASURES UP
Source: ComScore
f land
2,185
23.3
140
9,379
2,667
24.9
102
10,710
1,461
17.2
99
8,495
5,161
22.6
134
22,837
HOW TWITTER MEASURES UP
Source: ComScore
Our targets compose 43.7 million monthly uniques of Facebook’s site traffic, reaching an overall average of 69.6% of our audience. With a CPC strategy, we ensure that we only pay for ad placements that drive our targets to the Pizza Hut site. Additionally, we will not have to pay for any impressions that don’t result in clicks.
RATI
ONAL
E We will use a cost-per-click strategy and tag various interests in order to break into our targets’ news feeds. Through automatic real-time bidding, we will spend a maximum bid price of $0.80 per click (suggested bid price).
measurability, we will allocate a portion of our budget to Google AdWords, not to exceed a cost per day of $1,500.
to AdWords, we will gain access to non-search sites such as Gmail and YouTube.
RATIONALE
Google AdWords
Undertone
Creative Unit PricingModel Cost JUL
Say Media
Scripps
Turn
Xaxis
ESPN.com
Pandora.com
YuMe
Google AdWords
YouTube
TOTAL:
Rich Media 728x90Rich Media 300X250
Rich Media 728x90Rich Media 300X250
Rich Media 728x90Rich Media 300X250
Rich Media 728x90Rich Media 300X250
Rich Media 728x90Rich Media 300X250
Background PanelOPA Expand Unit
300X600 Banner
:15 Audio Ad
Capitivate Unit
Mobile/ Tablet Preroll
$0.75
$11.00
$11.00
$11.00
$3.50
$0.80
$0.70
$3.50
$10.50
$10.00
$12.00
$14.00
$15.00
$1.00
CPC
CPC
CPC
CPE
$2000 max per day
$2000 max per day
$85,000
$85,000
$85,000
$55,000
$55,000
$80,000
$85,000
$100,000
$100,000
$62,000
$62,000
$65,000
$50,000
$125,000
AUG
$85,000
$85,000
$85,000
$55,000
$55,000
$80,000
$85,000
$100,000
$100,000
$62,000
$62,000
$65,000
$50,000
$125,000
SEP
$85,000
$85,000
$85,000
$55,000
$55,000
$80,000
$85,000
$100,000
$100,000
$60,000
$60,000
$65,000
$50,000
$125,000
OCT
$85,000
$85,000
$85,000
$55,000
$55,000
$80,000
$85,000
$100,000
$100,000
$62,000
$20,000
$65,000
$50,000
$125,000
NOV
$85,000
$85,000
$85,000
$55,000
$55,000
$80,000
$85,000
$100,000
$100,000
$60,000
$60,000
$65,000
$50,000
$125,000
DEC
$85,000
$85,000
$85,000
$55,000
$55,000
$80,000
$85,000
$100,000
$100,000
$62,000
$62,000
$65,000
$50,000
$125,000
$510,00
$510,000
$510,000
$330,000
$330,000
$480,000
$510,000
$600,000
$600,000
$368,000
$368,000
$390,000
$300,000
$750,000
$1,094,000 $1,094,000 $1,094,000 $1,094,000 $6,556,000$1,090,000 $1,090,000
Total Cost
CPM
CPM
Uniques (000) Reach (%) Index Total Site Visits (000)
22
SOCIAL
$32,966,700MEDIA MIX
TELEVISION$25,932,220
RADIO$1,176,480
DISPLAY$4,800,000
SEARCH$368,000 $690,000
Undertone
JUL
Say Media
Scripps
Turn
Xaxis
ESPN.com
Pandora.com
YuMe
Google AdWords
YouTube
TOTAL:
AUG SEP OCT NOV DEC Total
7,727 7,727 7,727 7,727 7,727 7,727
7,727
7,727
15,714
15,714
11,905
8,000
7,083
7,143
6,667
82,667 82,667 82,66780,000 80,000
7,727 7,7277,727 7,7277,727
7,727 7,7277,727 7,7277,727
15,714 15,71415,714 15,71415,714
15,714 15,71415,714 15,71415,714
11,905 11,90511,905 11,90511,905
8,000 8,0008,000 8,0008,000
7,083 7,0837,083 7,0837,083
7,143 7,1437,143 7,1437,143
6,667 6,6676,667 6,6676,667
82,667
62,000 62,000 62,000 62,00060,000 60,000
81,250 81,250 81,250 81,250
71,429 71,429 71,429 71,429
81,250
71,429
388,087392,753388,087392,753392,753
81,250
71,429
392,753
46,364
46,364
46,364
94,286
94,286
71,429
48,000
42,500
42,857
40,000
490,667
368,000
487,500
428,571
2,347,186
Television
Radio
Display
Search
Social
Total:
$25,932,220
$1,176,480
$4,800,000
$368,000
$690,000
$32,966,700
79%
4%
15%
1%
2%
100%
23
Pizza Hut orders.
number of digital orders throughout our six-month campaign.
The aggressive goal of altering the order mix from the current 30% level to 75%23 requires an aggressive budget to match. A mix of traditional and non-traditional media will be required to reach not only those consumers who currently order digitally, but to convert those whose primary ordering choice is over the phone and may not spend as much of their time online.
Pizza Hut Annual Sales
Avg. Order Amount ($)
Annual Pizza Hut Orders
Goal % of orders to be placed digitally
Goal Annual Digital Orders
Goal 6 Month Digital Orders
$5,700,000,000
$15
380,000,000
75%
285,000,000
142,500,000
Next, we took a look at both our traditional and digital media buys and factored in different Conversion Rates for each to determine how many targeted impressions we would need to convert into our six-month digital transaction goal. Looking at traditional first, we set our reach and frequency goals, and then broke out our national and spot media buys to analyze how many impressions our media buy would generate.
reach our 75% goal, we subtracted the orders anticipated from traditional media buys to find the number of orders needed through our digital media placements.
Total 6 Month Digital Orders Needed
Anticipated Orders from Traditional Media
Orders Needed from Digital Media
142,500,000
28,845,573
113,654,427
and there will be minimal wasted coverage, we believe we can anticipate a higher than average Conversion Rate.
needed from digital media and applied an aggressive 5% Conversion Rate to find out the number of digital media impressions needed.
Orders Needed From Digital Media
Digital Media Conversion Rate
Digital Media Impression Needed
113,654,427
5%
2,273,088,543
18-49 year olds in the US
Number of 18-49yo per GRP
National GRPs Purchased
National Impressions
125,961,000
1,259,610
890
1,121,052,900
total population of 18-49 year olds in the US24 and then multiplied the total by 1% to determine how many impressions each GRP would generate.
purchased to calculate total national impressions.
18-49 year olds in the US
18-49 year olds in top 18 DMAs
# of 18-49yo per spot GRP
Spot GRPs Purchased
Spot Impressions
125,961,000
39,173,871
391,739
820
321,225,742
factoring in that our top 18 DMAs represent 31.1% of the total market.
Total Tradtional Impressions
Traditional Conversion Rate
Anticipated Orders
1,442,278,642
2%
28,845,572.84
multiplied it by a Conversion Rate to anticipate how many transactions we can expect to come out of our buys.
Conversion Rate is 3%.
our buy will reach viewers that are not a part of our segments, we multiplied our traditional impressions by a 2% conversion rate.
24
23 2014 NSAC Pizza Hut Case Study24 Simmons
1
2
3
4 5 6
Upon learning the number of impressions needed through our digital media placements, we allocated these impressions across our digital media partners, taking into account how the partners would reach our 4 target segments, how they compliment our promotions, and which ones highlight our digital executions best.
Using an objective-and-task method of building our budget, adding in the costs of the other components of our campaign to our media plan, we were able to build our total budget.
TRADITIONAL MEDIA
$27,108,70067%
DIGITAL MEDIA
$6,556,00016%
UX$750,000
2%
PROMOTIONS$2,800,000
7%
PRODUCTION$2,250,000
6%
CONTINGENCIES$1,250,000
3%
To determine if the “HERE’S TO NOW” campaign achieved its primary advertising, marketing, and sales objectives.
ADVERTISING
MARKETING
USER EXPERIENCE
SALES
Gauge Pizza Hut’s perception as the premier digital brand via perceptional surveys
Utilize monthly tracking studies and attitudinal studies to measure the benchmark perception versus the goal perception, with special emphasis on the User Experience
We will track… Earned media generated by “FlavorPoint”Increases in the number of customers who register with Pizza Hut on all platformsDollar volume generated by “My Slice”Number of digital orderers who activate the door-to-door programNumber of new Pizza Hut account members
Use monthly tracking studies from Pizza Hut Sales reports
Continued
25
$41 MILLION DOLLARSThe breakdown of the allocation of our budget is as follows:
26
ADVISOR: BARRY SOLOMON
2014-2015
ANTOINETTE DEL RIO BRITNEY DROTLEFF JARED EDELSTEIN CASEY GRENNAN
OLIVIA HUTCHERSON AMANDA JACKSON LEAH JAREM BRITTANY JOHNSON ALYSSA KAPLAN KIRSTEN ROMBERGER
HELENA MARKLIN MIA PEIFFER NEREA PENNINI JACKIE RAFFERTY NICOLE REGAN JEFF SCHERMER
RACHEL SHANNON DYLAN TAYLOR ASHLEY VAN DER LAAN ZACHARY WELSH CRISTIAN ZAMARRIPA
If the Arrowhead Advertising team was a pizza, it would be one topped with every kind of diverse ingredient out there. Like those five added to the Flavor of Now menu, each of us is great on its own but when combined, the results are extraordinary.
