We helped deliver the dough to Pizza Boli’s.
Promote a popular pizza chain’s new mobile app without disrupting revenue.
Pizza Boli’s prides itself on “delivering more” than just pizza by offering a variety of good eats from Philadelphia to Maryland – everything from strombolis and wings to salads and subs. For three-plus years, Garfield’s digital media team has been running a variety of campaigns, leveraging search, display, and video pre-roll ads. The goal for the campaigns is to drive orders to all stores, as well as running hyper-local campaigns for over 18 individual Pizza Boli's stores, targeting a four mile radius of each specific store. Thus far, the 2018 campaign has helped to drive over $1.6 million in revenue at a combined ROAS (Return on Aggregate Spend) of over $6, meaning that for every $1 Pizza Boli's invested, the program returned $6. Building on the success of the initial campaign that promoted their new website design, offers and delivery, Pizza Boli’s asked Garfield to drive downloads of their new mobile app — without increasing budget, and without diverting customers from placing orders and disrupting revenue.
Highly targeted search and banner ads
To ensure that new promotional efforts would not increase budgets, Garfield developed a strategy that focused on identifying loyal, repeat customers. Search, as well as display creative drove Pizza Boli’s most loyal customers (focused on those using mobile device) to a landing page promoting the new app prior to placing an order. Customers were further incentivized to download the app with the offer of a free medium cheese pizza.
The Brand Action
Responsible Results and Driven Revenue
By targeting frequent purchasers and leveraging enticing, promotional creative, the new program was able to generate 1,200 new app downloads in a five month span, meaning roughly 250 downloads per month. These app downloads were generated at the same time the ongoing program focused on generating online orders and phone calls continued to produce the same $6 ROAS.
“With the success of the search and display ads we were excited to see what Garfield would come up with for the app promotion and we weren’t disappointed. They helped us promote the app successfully while keeping us on budget.”
Maroula Mavrophilipos, Marketing Director, Pizza Boli’s