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Dave’s Hot Chicken Drives Over 10K Visits

Read how Dave's Hot Chicken used GroundTruth's media mix in order to increase app downloads, online orders, and in-person visits.
After strong performances in previous campaigns with GroundTruth, Dave’s Hot Chicken returned with a new goal—to drive more app downloads with the secondary KPI of driving more visits to select locations. To entice customers, Dave’s Hot Chicken offered a free slider or milkshake to sweeten the deal.

In a six-week campaign across 59 locations, the QSR chain utilized a blend of audience, real-time, and third-party app targeting on mobile screens. During the final two weeks, GroundTruth extended support through social amplification on Facebook and Instagram to enhance results.

Real-World Behaviors

To optimize reach and impact, all six weeks of the campaign flight were supported by mobile display units. There was a healthy mix of targeting tactics and multiple creative sizes to ensure maximum reach. The targeting mix included both real-time location targeting and audience targeting.
The team amplified the campaign with targeted ads across social media as well, using both Facebook and Instagram. The rare advantage? Since GroundTruth managed the social campaign, we layered in our unique audiences on top of the standard audiences within the respective platforms for additional reach and connection to the mobile campaign.
Daves-Logo

Real Business Results

The impact of the mobile campaign proved successful in driving both online and in-store performance. Overall the campaign reached 12M potential customers, driving 44.8k to click to learn more while influencing over 10k diners to head to a Dave’s Hot Chicken near them.
  • Top Click-Driving Tactic: Location Audience QSR and Fast Casual Conquesting drove almost a quarter (23%) of all clicks, proving that reaching your competitors’ core customers can help you steal market share.
  • Top Visit-Driving Tactic: Proximity and Loyalist Targeting each drove about 9% of all visits showcasing that mixing location and audience targeting solutions is the perfect combo.
  • Most Effective Visit Rate Driver: GroundTruth Retail Block Targeting ensured ad delivery to potential customers near a Dave’s Hot Chicken location in real time and drove a 2.16% visitation rate.
By the Numbers
0 K

clicks

0 K

visits driven by and attributed to GroundTruth media

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average cost per click on social ads

The buzz and rapid growth that Dave’s Hot Chicken has had since day one has been an incredible benefit for the brand, but we still have the opportunity to reach more potential guests that may not have heard about us yet or for whom we just aren’t top of mind yet. So, our goal has been to do just that by building a strong, foundational media infrastructure.

GroundTruth has been a great partner for us in that effort. They helped us get in front of the most relevant audiences on multiple screens while providing transparency into the true impact of our media on things that matter like in-person visits, sales, and return on ad spend, all of which allow us to make more efficient and strategic marketing decisions.

Brad Haley
Brad Haley CMO, Dave’s Hot Chicken

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