THE ASK
Develop a testable strategy to increase sales through creative and paid media efforts.
THE INSIGHT
The “gamer” audience offered Papa John’s a surprising and untapped demographic in the pizza category.
THE OPPORTUNITY
To connect with the large gamer consumer segment consisting of 30-something pizza lovers, who are split equally along gender lines, we created a gamer-themed campaign that spoke to gamers in their language, with gaming-exclusive offers and activations to drive deeper engagement.
THE CONCEPT
#GameBetter – The brand position of better ingredients and better pizza, now for the gamer in us all. Because gaming is just better with pizza. Through creative and promotions directly made for gamers, we connected on an emotional level and related to their culture in a way that created advocates, engagement and ultimately sales.
DIGITAL & SOCIAL
Through a holistic digital strategy and execution that included social media, social listening, programmatic media, video everywhere, and event activations, we connected with a group of pizza lovers looking for engagement.
THE RESULTS
Our gamer creative and media test has consistently out-performed campaigns aimed at all other customer segments, returning outsized social engagement, and impressive digital media performance, while nearly doubling the client’s typical campaign ROI.
