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#CaseStudy: Hyperlocal Ethnic Marketing for Global Quick Service Restaurant
Goal
The world’s leading Quick Service Restaurant brand needed to promote its ethnic menu throughout the year among specific cultural groups in specific neighborhoods.
Campaign objectives
- Target South Asians, Filipinos and Vietnamese in US to drive awareness about menus inspired by ethnic cuisines.
- Drive consideration via hyperlocal targeting when consumers are in the vicinity of a brand outlet, and increase footfalls.
Solution
YOptima leveraged its niche Audience clusters and hyperlocal targeting to exceed campaign goals.
- Ethnic Audience: Custom audience based on native language, language of the content consumed, browser language.
- Geofencing: Targeting relevant ethnic audience within 1 mile of the brand’s outlet.
- Regular updates in communication for showcasing wide variety in menu such as buttermilk chicken, local breakfast etc.
- Use of high impact creative format – Video and Rich Media, in addition to standard display banners across devices.
Results
- 90% Annual Reach across Filipinos, South Asians and other Ethnic Audiences in the US
- Team delivered using DeepVu© platform to double VTR (video completion rate) from 30% to 65% in a campaign and 1 mil Completed Video Views delivered per month at 65% VTR
- Strict Brand safety was achieved during all campaigns
With its powerful Multicultural Marketing Platform, driving consistent results year on year, YOptima has become the marketing partner of choice for the world’s leading QSR brand, four years running.
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