Joyce Mealey
When our client, a popular restaurant chain in Fort Lauderdale, participated in the Dine Out Lauderdale program for the first time, we knew the stakes were high. The challenge: create a video ad campaign with a very short lead time to generate massive awareness and drive significant in-store traffic. The results? A .01% conversion rate and a 63% increase in program-specific restaurant traffic.
So, how did we do it? Here are five strategies that turned this campaign into a success story.
Data-Driven Audience Targeting
Before designing a campaign, we had to understand exactly who we were trying to reach. We focused on repeat customers already familiar with the brand and “lookalike audiences”—people who share similar behaviors and preferences to loyal patrons. Using sales data, we built a detailed profile of young professionals in early family and middle-income households with mutual interest points, allowing us to specifically tailor our messaging effectively.
This data-driven approach helped ensure we reached potential new customers and those most likely to convert and take immediate action.
Choosing the Right Platform: META
When time is short, choosing the right platform is crucial. We selected META (Facebook and Instagram) as our main advertising channel because it offered the fastest deployment time and had the highest concentration of our target demographic. META’s sophisticated lookalike audience tools allowed us to precisely mirror the behaviors of the restaurant’s existing customers, making it easier to target those with similar dining preferences.
META’s video ad format aligned perfectly with our distribution of engaging, digestible content to quickly communicate the campaign’s value.
Short-Form Video with a Single CTA
In a world where attention spans are shrinking, we knew the campaign had to make an immediate impact. We opted for short-form video content with a single clear call-to-action (CTA). The video highlighted the restaurant’s unique offerings, emphasizing urgency around the limited-time promotion.
We avoided overwhelming the audience by keeping the message straightforward—”Join us for Dine Out Lauderdale and enjoy special offers for a limited time”.
Creating Urgency and Exclusivity
Scarcity sells, and creating a sense of urgency helps drive immediate action. The video ads emphasized the promotion’s limited-time availability, tapping into the audience’s fear of missing out (FOMO). We also positioned the restaurant as an exclusive dining destination within the Dine Out Lauderdale program, adding a layer of prestige to the offer.
This combination of urgency and exclusivity helped move the audience from awareness to action.
Leveraging High-Impression Volume
A .01% conversion is well below industry standards, and the large volume of impressions ensured that we drove significant traffic to the client’s website and, ultimately, their restaurants. The campaign reached hundreds of thousands of potential customers, and the overall number of click-throughs created real-world tangible returns.
The ad funnel completion rate—from clicking on the ad to visiting the landing page—was exceptionally strong at 58%, demonstrating that once we caught our target audience’s attention, they were highly engaged and ready to take the next step.
Let Us Help You Achieve the Same Success
At The Round Table Group, we specialize in turning ambitious marketing goals into actions to impact your bottom line. Whether you’re participating in a local event for the first time, looking to increase foot traffic at an already established location, or launching a new concept, product, or brand, we guarantee results with our data-driven approach and proven advertising strategies.
This campaign is one of many examples of how we can take your challenge and create opportunity. We understand how to leverage digital platforms to engage the right audience and maximize your ad spend!Want to see similar success for your business? Let’s discuss how to design a custom strategy tailored to your goals. Contact The Round Table Group today to discover how we can help you reach and exceed your goals!
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