Results and Effectiveness

The results are outstanding, so much so that the client has made it a mandate to use it across other countries in the region as well. Indexing against their sales before the paid search campaign started, the campaign has delivered: 1. 20% increase in sales with an ROI of 400%. 2. 40% increase in new user acquisitions. 3. 40% increase in average daily order. 4. 45% increase in daily visitor traffic.

Creative Execution

We decided to build the search campaign with a Proprietary Framework; allowing us to match user query to product and to ROI that we can expect from the keyword. The framework had different set of keyword group’s i.e. generic, brand, category, tactical, and competitor keywords. We used price points as important leverage point in our ad copies, we ensured that the link between the user query and our offering were the highest. We tracked the campaign performance using Google Analytics for even deeper user insights and behaviour on the online order website.

Insights, Strategy and the Idea

Pizza Hut was hitting a plateau on the website in terms of new users & revenue generated from their online store. The challenge was to help grow this user base plus generate more revenue from the online store. We approached them with an in-dept study which astounded them, that there were on an average 93,000 searches each month for ‘Pizza Delivery’ in Singapore; and what they were getting a fraction of the total potential on their website. The idea was to look deeper into user behaviour of the Singapore audience, amongst other multitude of data points before arriving onto the strategy. A framework was developed as a guide for the rest of the strategy and approach focussed on – a) measurability, b) cost, c) visibility, and d) manageability