To encourage more people to visit Dunkin’ Donuts stores across the country, the coffee and baked goods chain, as well as its advertising agency, Hill Holiday turned to location technology to target customers on a local level. By reaching people at the right time—in the right place—on their mobile phones, Dunkin’ Donuts spiked coffee and treat interest from Boston to California.
Real-World Solutions
Location Targeting and Dynamic Ad Creative was used to connect a mobile user to its local Dunkin’ Donuts store. Browsing your phone in your hometown? The ad might link to the page for a nearby Dunkin’ Donuts, offering quick access to maps, driving directions, and other store details.
Real Business Results
In two months, Dunkin’ Donuts saw in-app and on-site Click-Through Rates (CTR) increase by 6x the industry average.
In addition to sparking initial interest, secondary clicks such as requesting to call their local store or get directions (by the people who clicked the ad initially) skyrocketed to 35%.
By the numbers
0
%
clicked through to directions to Dunkin' Donuts
