Wingstop 2012 CRM Loyalty and Interactive Year in Review

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Wingstop 2012 year in review

Wingstop 2012 year in review

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  • 1. 2012 CRM Loyalty and Interactive Year In Review November 20, 2012 1
  • 2. 2012 Initiatives Facebook Sponsored Stories Paid Search Twitter – 
 Wing Madness Mobile – 
 Take Wingstop with You Facebook – 
 Tap Into Wings Dallas Cowboy Training Camp Pinterest – 
 Boneless Wings Around the World LinkedIn WRI Page Facebook – Crowdsourcing Video Contest Dallas Cowboy Game Contest Dr Pepper – Mobile “Turn by Turn” Pandora Wingstop Radio 2
  • 3. 2012 Accolades Q4 – Made Top 250 Brands in Restaurant Social Media Index for all restaurants •  Ranked #49 – up from spot #86 •  Over 102K conversation per month mentioning Wingstop Q3 – Made Top 100 Total Facebook Fans for the 1st Time in Restaurants Social Media index •  165,574 fans •  14.50% Facebook growth rate from “No Bones About It” video contest st Restaurant Brand to Launch Pinterest Campaign (also one of the 1st in Top 100 Global Brand List) Q3 – 1 •  1,889 Fans; 200 contest entries Q3 – Launched WRI LinkedIn Presence List) •  407 Followers Q2 – Ranked #1 in Restaurants Social Media index for Top Facebook Growth Brands for all restaurants •  Facebook “Tap Into Wings” contest was a huge success: Forecast: increase fans by 2X (44K) Actual: increased fans by 3X (90K) for a total of 140,955 •  30,413 People talking about us on Facebook during peak of contest Q2 – One of the 1st Restaurant Brands to launch an iPad app •  Mobile & tablet sales contribute circa 1% in incremental revenue Q1 – Ranked #3 in Restaurants Social Media index for Top Twitter Growth Brands for all restaurants •  Twitter “Wing Madness” contest – 10,592 new followers •  Increased online chatter 300% Q1 – First ever paid search campaign •  1,842 new orders; driving $49,286 incremental revenue •  ROI: 6:1 Ranked #26 in Fast Casual Top 100 Movers and Shakers 3
  • 4. Q1 & Q2 Interactive Results Q1! Q2! 4
  • 5. Q3 & Q4 Interactive Results Q3! Q4! 5
  • 6. Facebook Campaign Campaign Objectives: Increase social media acquisitions and growth Facebook online community Campaign Summary: Ad targeted 10,188,000 users: who live in the United States, age 18 and older, who are not connected to Wingstop, and their friends are Awareness Ad Campaign Flight: Jan 17 – Feb 13 Results: •  3.9 Million Impressions •  Reached 39% of total addressable market •  Acquired 3,243 new Facebook fans •  0.11% Click-thru Rate (+1.15X industry benchmark) •  $0.31 cost per social acquisition 6
  • 7. Paid Search Online Order Campaign Objectives: Drive online orders at a high ROI, and acquisition of new customers Search Ad Order Wingstop Online Try Original Hot, Lemon Pepper, Garlic Parmesan & more. Order now! Campaign Summary: Paid search campaign targeting brand, competitor, & food related searches Campaign Flight: Feb 8 – Mar 4 Results: •  Delivered 2.1 Million Impressions •  1,842 total orders •  Incremental Sales: $49,286 •  ROI 6:1 7
  • 8. Twitter Wing Madness Campaign Objectives: Increase brand awareness, grow our Twitter online community, and get our Twitter account Verified Campaign Summary: Follow Wingstop, and win a Wingstop party for you and 10 friends, Tie to NCAA, Final Four, Championship Game Campaign Flight: Feb 26 – Mar 31 Results: •  1.6 Million Impressions •  New Followers: 10,592 •  Ranked #3 Top Twitter Growth Brand •  Brand Mentions increased by 3X Promoted Account Promoted Tweet
  • 9. Facebook “Tap Into Wings” Campaign Objectives: Grow Facebook community. Generate awareness of mobile/iPad apps Campaign Summary: Like Wingstop on Facebook & win one of 5 custom engraved Wingstop iPad 3’s Campaign Flight: May 15 – June 18 Results: •  36.3 Million Impressions •  Increased by fans by 3X (90k) •  104% above forecast •  Ranked #1 Top Facebook Growth Brand •  20K MocoSpace Followers
  • 10. Mobile “Take Wingstop with You” Campaign Objectives: Promote improvements to iPhone/Android app, and new iPad app. Generate online and app sales Campaign Flight: May 8 – June 18 Results: •  35.7MM Impressions •  1,015 mobile / tablet app orders
  • 11. Dallas Cowboy “Training Camp” Campaign Objectives: Drive brand awareness and build the email database utilizing partnership with Dallas Cowboys through social media Campaign Flight: June 20 – July 22 Results: Total sign ups: Opt in sign ups: Conversion Rate: Total Impressions: 51,003 41,040 80% 7MM Key Takeaway: 41k new members in our email database that we can engage with, and over 7MM consumers were exposed to our brand 11
  • 12. Pinterest Campaign Boneless Wings Around the World Campaign Objectives: Our purpose was to increase brand awareness, and grow our online community via Pinterest by tapping into new social media channels. Campaign Flight: Aug 27 – Sept 17 Key Takeaway: •  1st Mover Advantage for most global brands, and all restaurant brands •  Optimal social media channel targeting female demographic Results: •  Total Followers: 1,889 •  Email Contest Entries: 200 12
  • 13. Crowdsourcing Video Contest Campaign Objectives: Increase awareness and purchase intent of Boneless Wings. Activate Wingstop brand evangelists and create user generated content. Continue to build Facebook community Campaign Summary: Ask our fans to create a 30-second video homage to Wingstop’s Boneless Wings Campaign Flight: Sept 1 – Oct 27 Results: •  9.3 Million Impressions •  16% Share of Voice on Blip.tv •  85 video submissions •  67,743 video views 13
  • 14. Dallas Cowboy “Game Day” Campaign Objectives: Drive brand awareness and build the email database utilizing partnership with Dallas Cowboys through social media Campaign Flight: Oct 22 – Nov 22 Results: Total sign ups: Opt in sign ups: Conversion Rate: Total Impressions: 51,645 41,174 80% 8MM Key Takeaway: 41k new members in our email database that we can engage with, and over 8MM consumers were exposed to our brand 14
  • 15. Dr Pepper Mobile “Turn-by-Turn” Campaign Objectives: The campaign will build awareness of Dr Pepper and Wingstop, drive traffic and sales to Wingstop locations Campaign Summary: The coupon will encourage mobile phone users to search out and drive to Wingstop locations Campaign Flight: Nov 12 – Dec 15 ROI: •  12.2 Million Impressions •  1,225 Map Views of local Wingstop •  4,117 Drives to local Wingstop stores •  1,486 Calls to local Wingstop stores *Dr Pepper paid for campaign 15
  • 16. Pandora Wingstop Radio Wingstop Radio “Flavor for Your Ear” Campaign Objectives: Build brand & product awareness, favorability, retention Mobile and Web Link: http://promo.wingstop.com/pandora/ Facebook Tab Link: https://www.facebook.com/Wingstop/app_279888202131192 Campaign Summary: Create Custom Pandora Stations themed around the top 6 Wing flavors, each genre of music matches wing flavor tonality Campaign Flight: Nov 21 – Dec 31 ROI: •  14.7 Million Impressions •  100% Share of Voice on Pandora •  Cost Per Click $1.63 16
  • 17. Paid Search Online Order Campaign Objectives: Drive online orders at a high ROI, and acquisition of new customers Search Ad Order Wingstop Online Try Original Hot, Lemon Pepper, Garlic Parmesan & more. Order now! Campaign Summary: Paid search campaign targeting brand, competitor, & food related searches Campaign Flight: Dec 1 – Dec 31 Results: •  Delivered 4.3 Million Impressions •  4,361 total orders •  Incremental Sales: $116,039 •  ROI 7:1 17
  • 18. Denton Wingstreet Takeover Campaign Objectives: Generate awareness around Wingstop and its two locations in Denton. Directly compete with other wing concepts in Denton, specifically Wingstreet. Create affinity and WOM brand advocacy for Wingstop Campaign Summary: Geo-target Denton zip codes and age demographics through appropriate media channels. Target the music scene. Campaign Flight: Dec 5 – Dec 31 Results: •  Delivered 407,936 Impressions •  2,990 Clicks 1 8