Dunkin’ Donuts’ agency, Hill Holliday, achieved the Client’s goal by placing top sponsored search listings across GroundTruth’s network of top mobile search sites and applications. As the client’s ultimate goal was to drive in-store traffic into its locations, each listing was set up to click through to a localised landing page – unique to each application and Dunkin’ Donuts location – that provided quick access to maps and driving directions.
The test campaign ran nationwide from 27 February 2012 to 30 April 2012. During that time, Dunkin’ Donuts experienced click-through rates that where 6 times industry rates – with a strong secondary action rate of 35% (actions that happen post the initial ad click). Secondary actions driven included the campaign goal of access to Maps & Driving directions, as well as Click to Call and access to “More Information” – which included hours of operation, etc.
The campaign was a success with an overwhelming majority of secondary actions from the campaign (72%) resulting in the access to Map & Driving Directions followed by Calls to local locations (27%). These results show the power of mobile in reaching local consumers with relevant information to drive them to the point of purchase.
Alongside its outstanding performance, this test campaign also provided valuable insights into the mobile preferences and behaviours of Dunkin’ Donuts customers – information that will continue to shape their evolving mobile strategy and ongoing partnership with GroundTruth.
– Renee Robertson, Associate Media Director, Hill HollidayMore Case Studies