Restaurant Choice was one of Australia’s leading gift card providers for hospitality venues & restaurants, but in a crowded space, needed to raise awareness and online conversions.
Having never run a digital campaign previously, Murmur was tasked with developing a national campaign plan to drive reach and awareness amongst a new audience and increase traffic and conversions on a redesigned website.
Using audience insights, we developed target personas of our ideal consumers, and targeted highly relevant niche audiences, groups, and keywords related to not only the brand and product, but the category itself. In this case – food, shopping, and restaurants.
Programmatic Solution
During initial research and planning it was identified the most effective approach was to implement a full-funnel digital strategy.
Here’s a snapshot of our full digital marketing funnel:
Top
Layered targeting across specific domains and contextual targeting via programmatic partners allowed us to build a targeted audience to raise awareness.
Middle
Social Platforms were used to drive consideration, social proof and preference, incorporating longer form copy and ‘reasons to believe’ in order to tackle purchase barriers, thus building a retargeting layer in our strategy
Bottom
Search was used to drive conversions via keyword cluster tactics allowing us to capture the user when they are in the ‘pre-purchase behaviour’ mindset.
During the campaign, we constantly ran creative testing on our social platforms in order to inform future messaging and creative assets deployed throughout the period
Our digital campaign was a huge success, driving the highest ever revenue sales numbers for Restaurant Choice in the final weeks of the campaign.
“The Murmur team delivered to us a second to none digital strategy to execute our seasonal campaigns.
Their hands on & collaborative approach provided us with valuable insights, implementing a winning paid media strategy to set us up for success.
The team were engaged, solution based and fun to work with. The results have been outstanding!”