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NOW IS EASIER


EXECUTIVE

SUMMARY

Woven into the fabric of every great company and every effective campaign is a red thread that has made them that way: great. This thread is a single idea, a core belief, that establishes a company’s reason for being and guides its every decision. Pizza Hut’s thread—its source of greatness—is its innovative spirit. It’s something Pizza Hut has stood for since opening its doors: from the first pizza in space to the first thing ever ordered online, Pizza Hut has led the way and soared to the top of the industry. With its current “Flavor of Now” campaign, Pizza Hut continues to embrace its innovative spirit; Red Thread’s “Now is Easier” campaign will reflect this, by allowing the emphasis on Pizza Hut’s digital ordering platforms to simultaneously work with the company’s current messaging efforts.

CAMPAIGN

OBJECTIVES:

Generate 671 million target impressions and 2.4 billion total impressions. Increase Pizza Hut’s digital ordering rate by from 43% to 75%, an increase of 74.4%. Raise Pizza Hut’s app ordering experience from second to first, passing Domino’s. Raise Pizza Hut’s website ordering experience from second to first, passing Papa John’s. Increase loyalty program subscription from 6% to 15%, an increase of 150%.

This six-month campaign will run from July 1 to December 31, 2015, with the goal of converting current Pizza Hut consumers to use digital ordering options. These consumers already love ordering from Pizza Hut, but research indicates that they are unaware of the new, easier ordering options. Because Pizza Hut is a ubiquitous brand, this campaign will tailor messaging to three distinct target audiences in order to generate the desired 75% of consumers ordering digitally.

TABLE OF

CONTENTS

Red Thread’s campaign will utilize pull marketing and direct ads with strong calls to action enticing consumers to try Pizza Hut’s digital ordering options. Once consumers have tried the ordering options, they will continue to use them because of the innovative and easy digital reward program, giving loyalty, instead of demanding it. By making the rewards program easy and making customers more aware of digital ordering options, this campaign will show how ordering now is easier with Pizza Hut.

2 PIZZA 1ENVIRONMENT

PRIMARY RESEARCH

3

7

MEDIA STRATEGY

24

RED THREAD ADVERTISING

CREATIVE STRATEGY

12

EVALUATION

26


In 2014 the pizza industry generated $38.7 billion in sales and is projected to grow by 2.1% in 2015.1 Pizza Hut has long stood as the industry leader in sales and still holds 15.3% market share as of 2014.1 However, changing industry trends have favored competitors, leading to a decrease in Pizza Hut’s market share from 18% to the current 15.3% since 2011.2

PIZZA

INDUSTRY

2.1 %

PROJECTED ANNUAL GROWTH 1 THROUGH 2015

MARKET SHARE

In the past decade, the pizza industry has undergone significant changes. There has been an increased emphasis on customization, quality ingredients and health options.1 However, the most significant change has been the conversion of ordering from traditional methods like phone calls and in-store to digital methods. These changes have opened the door to competitors, with Domino’s as the greatest beneficiary; Domino’s saw an 8% increase in sales in 2014 alone.3

76%

64%

of pizza consumers report wanting full customization of pizzas4

CHANGING TRENDS

of pizza consumers prefer restaurants with loyalty programs that include perks and discounts4

*

Although this is a large segment of the pizza sales, no individual company commands a significant enough segment to be addressed. These are small companies representing niche or local markets and are not players in the national pizza restaurant picture.

of Pizza consumers seek coupons when dining at pizza restaurants4

1

ALL SM RS ER TITO OTH MPE CO

PIZZA ENVIRONMENT

THE PIZZA INDUSTRY

61%

2


35.8% of respondents 18-24 have ordered Pizza Hut digitally 34.7% of respondents 25-44 have ordered Pizza Hut digitally 85.5% of respondents 18+ find ordering digitally convenient 67.0% of respondents 18+ find ordering digitally time-saving

PRIMARY

RESEARCH

83% of respondents do not currently belong to any pizza brand reward program

INTERVIEWS

83

ETHNOCEPTS

Ethonocepts involved intercepting consumers in their daily routines and then asking questions about pizza brand perceptions and pizza consumption habits. The conversations were natural JOURNAL and discreet ensuring feedback received was unbiased. Results gave a general overview of STUDIES the consumer perspective of the pizza category, showing the varying perceptions of the top pizza brands (see pg 4). These results were then used to further the research and build upon what consumers desired from a pizza ordering experience, including that calling is a habitual security blanket, but talking to people can be awkward.

REVIEWS

47 FOCUS GROUP

PARTICIPANTS

44 DIGITAL ORDERING

EYE TRACKING

OBSERVATIONS

43 ETHNOCEPT

RECORDINGS

28 EYE TRACKING SESSIONS

Papa John’s rewards program is the industry leader for one simple reason: free pizza. Papa John’s rewards customers with points every time they order online. After enough points have accumulated, the customer earns a free pizza. In addition, reward program members benefit from RED THREAD extra deals.

PIZZA HUT

SURVEY

PAPA JOHN’S

The first set of eye tracking sessions measured eye movements as participants simulated ordering on Pizza Hut’s website. Participants’ first fixation was generally directed at the banner carousel on the front page, especially at the prices. However, with the abundance of deals and information, many participants were overwhelmed and confused on where to start an order. Participants were most engaged and concentrated during the customization process. In general, the ordering experience was adequate, but could be improved. The second set of eye tracking sessions tested the receptiveness of banner ads on webpages. Participants saw simulations of popular webpages with mock-up banner ads naturally placed on each page. Results showed banner ads were scarcely noticed, regardless of top or side placement. Native content, however, proved to be more likely to catch participants’ attention.

600 APP STORE OVER

31 IN-DEPTH

27.9% of respondents 25-44 have ordered Pizza Hut within the past month

CONSUMERS AGES 25-44 IN LOYALTY PROGRAMS

PAPA JOHN’S

CONSUMERS SURVEYED

4.83%

925

CONSUMERS ALL AGES IN LOYALTY PROGRAMS

3


PRIMARY RESEARCH ORDERING PERCEPTIONS CALLING is seen as the easy and convenient way to order pizza,

especially while driving. However, there are many drawbacks. Being put on hold, being misinterpreted and not being able to see the menu were all noted hindrances. Additionally, some people reported a desire to avoid talking to other people.

DIGITAL

is seen as the faster and more convenient ordering option and offers consumers a more visual experience for the creation and verification of their orders. However, it lacks awareness as a viable ordering option, because of difficulty navigating the site and a distrust of entering information.

PIZZA HUT

QUALITY

2ND LIKELIHOOD

OF ORDERING

3RD

Pizza Hut is seen in a traditional way by the target consumers. They have nostalgic sentiments of growing up with Pizza Hut. They believe Pizza Hut has quality pizza and good deals, but they don’t consider Pizza Hut in the context of their modern lifestyles. Additionally, when ranked, Pizza Hut had the most polarizing reviews.

APP STORE REVIEWS. User reviews for Pizza Hut, Domino’s and Papa

John’s apps were viewed on both Apple and Android platforms. Despite each app having some complaints, the overall experience was positive. The most important perceived benefits were exclusive deals and user friendliness. More specifically, Pizza Hut app users liked the ability to order without having to create an account, and to set a delivery or pickup time in advance. Domino’s pizza tracker and Papa John’s rewards program were favored by users because of functionality.

DIGITAL ORDERING OBSERVATIONS. Observational studies were conducted by recording partcipants’ steps to order digitally. Participants then engaged in interviews about the ordering experience. Findings showed that ordering on computers generally took longer than on mobile apps. The majority of participants enjoyed customizing their own pizzas either from scratch or using existing recipes. Complications with digital ordering occurred the most with Papa John’s app and Domino’s website because of functionality.

CURRENT BRAND PERCEPTIONS DOMINO’S

QUALITY

3RD LIKELIHOOD

OF ORDERING

2ND

Domino’s is the most direct competitor to Pizza Hut because it is currently positioned as the ‘hip’ brand with modern appeal and a user-friendly app that dominates the pizza category. While Pizza Hut is viewed as more of a sit-in setting, Domino’s is viewed as delivery and take-out oriented and a clear convenience option.

LITTLE CAESARS

QUALITY

4TH LIKELIHOOD

OF ORDERING

4TH

Little Caesars was unanimously recognized as the “cheapest” of the top four brands. The Hot ‘N Ready pizza was a favorite for the ease and convenience. Little Caesars was also seen as the go-to pizza for large gatherings.

PAPA JOHN’S

QUALITY

1ST LIKELIHOOD

OF ORDERING

1ST

Target consumers see Papa John’s as having the best ingredients and pizza quality. The most notable feature of Papa John’s is the signature garlic sauce that accompanies each pizza. Papa John’s also is seen as having the best rewards program.

4


CONSUMPTION CONTEXT AND HABITS

For most consumers, pizza falls into the FCB Grid quadrant of low-involvement/ emotional decision. Most ordering scenarios occurs in one of three situations:

1 2 3

It is an easy and convenient option for dinner when there isn’t enough time to prepare a meal, and, as such, is practically a staple in the diet of a family with kids.

It is inexpensive to choose pizza when entertaining because it can easily satisfy hungry guests in a relaxed and comfortable environment. It is a guilty pleasure for consumers who want to indulge in a night off. Ordering pizza is seen as an easy way to take care of dinner and is often a go-to for consumers looking to relax and treat themselves.

“IT’S ALL ABOUT THE KIDS.”

-JON, 30

PRIMARY RESEARCH PIZZA

SAVES “ DINNER.

“I USE THE APP BECAUSE I DON’T HAVE TO DISCONNECT FROM THOSE - AMY, 21 AROUND ME.”

-DARLENE, 34

“PIZZA IS MORE OF A TREAT.”

-JENNIFER, 48

RESEA R CH CO NCLUS IO NS Pizza is a popular food among Americans because of its ability to meet the needs of consumers who increasingly demand easy, convenient and reliable ways to keep up with their busy lifestyles. It has always been and continues to be a dependable and satisfying option. Pizza is often an impulse purchase that requires little thought on the part of the consumer. Because ordering pizza by phone is a habitual action, consumers often don’t consider new ordering options, including digital. Therefore, conversion of current Pizza Hut consumers requires digitally exclusive deals in order to provide an incentive for consumers to change their ingrained habits, as well as an intuitive digital ordering experience that convinces them ordering digitally is easier.

5


AUDIENCE

In order to reach the goal of 75% of consumers’ orders being placed digitally, this campaign will convert current Pizza Hut customers to use digital ordering methods. Research revealed that the best way to segment the targets by the circumstances in which they most often consume pizza.

PROVIDERS PRIMARY AUDIENCE

16.7 %

5

18 -24 4 5+ 25 - 4 4

INDULGERS

PIZZA INDUSTRY SALES

Typically between the ages of 18-24, Entertainers are the remaining 16.7% of the Pizza Hut sales. They are young adults who are likely single. They order pizza for company as a low-key solution to feeding groups. Born in the digital era, Entertainers are digitally intuitive and more apt to convert to digital methods of ordering because they are more likely to avoid talking on the phone and to resort to other options.

PROVIDERS

INDULGERS

ENTERTAINERS

% OF THOSE SURVEYED WHO CLAIM TO BE PIZZA HUT CUSTOMERS

18 -24

5

10.5%

ENTERTAINERS

31.8%

4 5+

% 57.7

Indulgers make up approximately 36.1% of Pizza Hut sales. These, typically, are empty nesters 45 and older. They see ordering pizza, and Pizza Hut specifically, as a way to indulge. They show a strong preference for Pizza Hut over other pizza restaurants and are likely the easiest segment to convert. They like the ease and convenience that digital ordering options provide. Though this segment is not seen as the most tech-savvy, interview/focus group results suggest that this segment is very willing to use digital ordering but has very low awareness rates.

47.2%

This segment represents roughly 47.2% of the current Pizza Hut sales. They are typically 25-44 with children at home and are tech savvy. Often leading a fast-paced life, Providers see pizza as a way to easily take care of dinner when they don’t have time to prepare anything. They accept technology into their lives and use it as a way to make life more convenient. In addition to being the largest segment, they are likely the hardest to convert simply because they order pizza habitually and in a context where there is little purchase consideration. For that reason, Providers will be considered the primary audience for this campaign.

PIZZA HUT SALES

36.1%

TARGE T

THE BREAKDOWN

25 - 4 4

6


CREATIVE STRATEGY BIG IDEA

CREATIVE STRATEGY Advertising will convince the target audience that Pizza Hut’s digital platforms are more up-to-date methods of ordering because they provide easier and more intuitive ordering experiences.

NOW IS EASIER.

Americans love pizza because pizza is easy. It’s simple and convenient—it’s always been that way. Now, Pizza Hut’s range of digital ordering options makes getting pizza even easier, by allowing customers to tailor their ordering experiences based on their habits and streamline their ordering processes based on their needs. It’s not that getting pizza was ever hard; it’s just that with Pizza Hut’s digital ordering options, now is easier.

DESIGN

The design of this campaign will involve simple visuals that remain consistent with Pizza Hut’s recent brand shift to “The Flavor of Now,” with greater visual emphasis on Pizza Hut’s digital ordering platforms. Ads will make use of Pizza Hut’s current black stone background, black, red, and white color scheme, and high contrast style in order to maintain this consistency.

TONE

MESSAGE STRATEGY

Increase familiarity with Pizza Hut’s range of digital ordering options Illustrate the simplicity and ease of these digital ordering options Convince consumers that ordering Pizza Hut digitally is easier and more advantageous than calling to order Highlight the benefits exclusive to digital ordering on Pizza Hut’s digital platforms

The campaign speaks to pizza consumers in a direct and relatable way, with minimal fuss in order to communicate a message clearly.

7


CREATIVE

TELEVISION ADS. 15-second commercials will place Pizza Hut’s various

digital platforms in the context of real-life situations and show how it is truly fast and easy for consumers to order using these platforms. The ads will attract consumers’ attention via clever music choices that coincide with the situation.

The first spot will maintain a focus on Pizza Hut’s mobile app while providing the visual context of a mom ordering pizza at her child’s soccer practice. This commercial will target Providers by appealing to their family-centric mentality, as well as provide a useful solution for their demanding, on-the-go schedules. Background music: Fast and peppy, “Here It Goes Again” by OK Go

The second spot will maintain a focus on Pizza Hut’s tablet app while providing the visual context of a woman ordering pizza from her own backyard. This commercial will target Indulgers by appealing to their desire to relax, unwind, and effortlessly self-indulge. Background music: Upbeat and fun but relaxed, “Left Hand Free” by Alt-J

The third spot will maintain a focus on Pizza Hut’s website while providing the visual context of a young professional ordering pizza for an impromptu celebration in the workplace. This commercial will target Entertainers by appealing to their desire to celebrate and socialize. Background music: Fresh and fun, “On Our Way” by The Royal Concept

8


YOUTUBE PRE-ROLL. Pre-roll will be used to demonstrate the speed and ease of

Pizza Hut’s digital ordering platforms. The first 5 seconds of the ad will demonstrate the reordering process, and, upon completion, the Pizza Hut logo and black stone background will appear. A computer mouse will move onto the “Skip” button, and a voiceover will encourage viewers to skip the rest of the ad by reassuring them that ordering pizza can really be an easy, 5-second process.

CREATIVE

Video: Video capture of a computer screen shows the Pizza Hut website. User mouses over “The Usual.” Audio: Very upbeat, alternative power pop song “Here It Goes Again” plays.

Video: The user’s previous order appears and the order is confirmed quickly. Audio: Song continues. (Only 5 seconds have elapsed.)

Video: Pizza Hut logo, headline and tagline appear on black background. After voiceover, the mouse floats above the Skip button. Audio: Song continues under. VO: With Pizza Hut’s app, ordering now is easier. (Pause) VO: That’s it, that’s all we got; it’s that easy. (Pause) *SKIP BUTTON APPEARS* So go ahead, skip. Like, right now. (Pause) Please—it makes this whole process a lot easier.

9


Because Pizza Hut’s deals and coupons will be applied automatically to digital orders, consumers no longer need to receive coupons in the mail to save money on pizza. Pizza Hut will inform consumers of this digital-exclusive benefit by replacing its printed coupons with an explanation of this new, easier way to save. A visual comparison between traditional coupons and Pizza Hut’s digital platforms will also be made to further emphasize the idea that, with Pizza Hut’s digital ordering options, saving now is easier.

NOW

THEN

now is easier. used this is howr ycoouupons, to get ou ER

EXPIRES NEV

is awesome. Our website Hut app is awesome. ns for why Pizza es because theis one of the many reaso They never expir you and us. is awesome. That Being digital l. It is also easier for both is going digita

made oronline on the app

e but now tlhlayt awpply automatictao orders them ER

EXPIRES NEV

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saving the old wasyno'tf seem just doe y. as eas ER

EXPIRES NEV

ER

EXPIRES NEV

me. app is aweso of the many s because the me. That is one you and us. They never expire me.Being digital is aweso easier for both is aweso digital. It is also Our website Pizza Hut is going reasons for why

CREATIVE

MAILERS.

E-MAIL.

This campaign will continue to use email blasts to deliver information about Pizza Hut’s promotions and the advantages of Pizza Hut’s various digital ordering platforms.

me. app is aweso of the many s because the me. That is one you and us. They never expire me.Being digital is aweso easier for both is aweso digital. It is also Our website Pizza Hut is going reasons for why

ONLINE RADIO.

Online radio/music platforms such as Spotify and Pandora will display the same ads as TV in order to add consistency to the brand message. Because music is a major element of these ads, listeners will be less likely to view these ads as interruptions. When clicked, the ad will take consumers directly to the appropriate Pizza Hut ordering platform.

10


CREATIVE

M

NATIVE ADS.

In addition to using native ads in conventional ways (i.e. promoted posts, wraps, articles and quizzes), ads will be inconspicuously placed on the Weather Channel app by using a consumer’s location to create branded backgrounds that are consistent with current weather conditions. In addition, Pizza Hut will sponsor an ad-free hour on Pandora to enhance consumers’ listening experiences by extending, rather than interrupting, the content they desire. Screen wraps will increase Pandora listeners’ exposure to the brand and allow them to more closely associate Pizza Hut with the ease of digital

CONCEPT TESTING RESULTS.

When the television ad was concept-tested among current Pizza Hut customers, a resounding 88.9% of respondents who do not currently order digitally expressed that they would try digital ordering methods. This confirmed that even though the ads are simple and direct, they were effective in converting consumers to use digital ordering methods.

11


MEDIA

OBJECTIVE:

The media selected will reach 95% of the target audience with an average frequency of 5.1 times per month.

e

Now is Easier is the thread that unifies a paid, owned and earned media plan and runs through all channels to create a cohesive message. Each channel is uniquely intertwined with others to constantly build awareness. Paid media will initially surge to spread awareness about Pizza Hut’s changes and ordering options. Updates in owned media will encourage consumers to continue ordering digitally by catering to their desires. Earned media will be used to spark engagement with consumers while continually forging the association of Pizza Hut with being easier. The campaign will convert consumers to use Pizza Hut’s digital ordering platforms.

EMA IL

1 OWNED

PAID

EARNED 12


MEDIA BUDGET

SPOT CITIES

31%

69 %

OVERVIEW

It is not plausible to nationally implement owned media changes simultaneously. Spot cities will be used to introduce select owned media changes. Box toppers, mailers and call waiting will be introduced early in spot cities.

CONSIDERATIONS

Concentration of target audience

THESE SPOT CITIES REPRESENT:

Number of Pizza Hut consuming residents Buying power for category sales

ATLANTA, GA

NEW YORK, NY

CHICAGO, IL

PHILADELPHIA, PA

DALLAS, TX NEW YORK, NY

of target in the United States6

of PROVIDERS in the United States6

PHOENIX, AZ

HOUSTON, TX

SAN FRANCISCO, CA

LOS ANGELES, CA

WASHINGTON, D.C.

of combined category buying power6

13


OWNED MEDIA BOX TOPPERS

Since the target already orders from Pizza Hut, box toppers will be used to create the most direct connection with consumers who do not already order digitally. Each order placed on the phone or in-store will be accompanied by a box topper that informs the recipient of the benefits missed by not ordering online. It will include a code to apply the pizzas just purchased toward the free pizza in the digital loyalty system. This promotion will run for the duration of the campaign in order to continually encourage conversion to digital ordering methods.

CALL WAITING

SCRIPT

“Thank you for calling Pizza Hut. We’d love it if you’d

Whenever a potential customer calls a Pizza Hut location, a pre-recorded message will be used to inform him or her about the new digital loyalty options. Using this method will ensure that those who order by phone are aware of both digital ordering options and the new benefits of the digital loyalty program.

hang up now. In fact, we’d love it so much that we’ll give you a free dessert if you do. Use the code DIGITAL on our website or app, and get a warm, gooey cookie with your pizza. Otherwise, if you’d rather stay on hold, we’ll be happy to take your order as soon as we can.

MAILERS All target audiences will receive mailers, with a higher concentration in spot cities. Mailers will direct consumers to the website where they can find deals instead of clipping coupons.

14


OWNED MEDIA E-MAIL

Among consumers who purchase from email offers, deals are the key driver, with 73% of the target having acted upon the offers.24 Because they value deals and coupons, 80% of consumers keep their subscriptions if deals are included.24 These emails directly connect deals with ordering digitally.

SOCIAL NETWORKS Pizza Hut’s Twitter, Instagram and Facebook accounts will utilize the current industry-leading following of 33.8 million (as of March 25, 2015) and join the conversation surrounding the most popular shows to increase Pizza Hut’s digital presence. Pizza Hut will use the trends and hashtags associated with pop culture to enter the conversation with followers. While watching TV, 19% of tablet users and 12% of mobile users read discussions about about TV programs on social media sites.23 In addition, digital conversation about brands occurs more frequently among those who tweet about TV. 73% of the people who tweeted about brands were TV tweeters, and sent an even greater portion—89 percent—of the tweets about brands.23

15


MOBILE APP & WEBSITE Overall, consumers like the existing Pizza Hut app so it does not need many changes. However, the following changes will improve the experience to meet the expressed needs of consumers. If a consumer has previously ordered from an IP address or is ‘signed in’ the consumer will immediately be given the option to order “the usual” (previous orders) or to explore new options. This will create a simple process for those who order the same thing every time.

RETURNING USER

OWNED MEDIA FIRST TIME USER

RED THREAD SURVEY

16


OWNED MEDIA SUGGESTED

WEBSITE & APP CHANGES

MOBILE APP & WEBSITE The app will include a tracking aspect with a real time geographic location of the driver, enabling the consumer to know the delivery’s whereabouts. Customers will only be alerted by the tracker when they are the next delivery location and the driver is en route. Being able to see where a pizza is helps the consumer to easily continue with the rhythm of life.

Make it easier to find and apply coupons/automatically apply coupons Design a more streamlined ordering experience Make it clear where to start an order Cut the amount of steps Decrease the overwhelming amount of choices Make it easier to edit orders Make it easier to order regular pizzas Automatically populate information Improve tracking and location services Use more visuals instead of words and small buttons RED THREAD DIGITAL OBSERVATIONS

“TYPING LOGIN INFORMATION ON THE APP IS TOO HARD.” -MARY, 34

“IT SHOULD BE A 3-STEP PROCESS. CLICK, ORDER, PAY.” -BRYANNE, 25

17


OWNED MEDIA

WEBSITE Figuring out how many pizzas to order for group events is always hard. Consumers know this and search the term “pizza calculator” over 1600 times a month.25 A pizza calculator will be incorporated into the Pizza Hut site to meet the demand so now calculating is easier.

“ ‘Businesses that run loyalty programs have a

20-percent lift of frequency of visitation and have on average a 7-percent lift on average ticket.‘ “

-Marcus Higgins26

”Everyone likes to feel like

they’re part of the ‘IN-CROWD’

LOYALTY PROGRAM

-KENON, 32

LOYALTY PROGRAM Pizza Hut will introduce an innovative, digital only, two-tier loyalty program that rewards both consumers who desire exclusivity and those who simply want deals. In the first tier, digital orders will be tracked by device, and after eight pizzas are ordered, consumers will get a free pizza. The consumer who gives information will be part of the second tier and will receive exclusive discounts and offers. There will be an additional benefit of new members being able to select the number of times they are contacted with deals from Pizza Hut to prevent unsubscribing because of too many emails.

DESIRES

Don’t have to enter information to join Incentives and rewards Buy multiple times and get something free Demand for a digitally based “punch card” Integrate coupons automatically More personalization Favorite orders, past orders RED THREAD INTERVIEWS

“I WANT INCENTIVES.

A LOT OF INCENTIVES.” -RUSTY, 43

18


PAID MEDIA

TELEVISION. Television will be the lynchpin of the campaign’s media efforts given the ability to reach a mass audience that encompasses the

target consumers. The spots will be run on shows with high levels of corresponding social media interaction, suggesting that viewers will be more attentive and receptive of ads.7 The spots will only be run in primetime and late night, which correlate with the peak times of pizza ordering and will ensure that the Pizza Hut digital ordering options are top of mind when 95.5% of survey respondents reported ordering pizza.

*ALL NUMBERS ARE BASED ON TRPS

ZOOM IN

19


PAID MEDIA

ONLINE [TV/TV APPS/VIDEOS].

NO BANNER ADS.

Consumers’ viewing of time-shifted TV has increased and now accounts for about 3.5 hours per week.8 The campaign will utilize this trend to hit more than 43% of the audience using time-shifted television.8

Banner ads have become a staple of most ad campaigns. However, people are statistically more likely to survive an airplane crash than to click on a banner ad.9 For that reason, this campaign will minimize waste spending in favor of quality impressions.

13, 14

ONLINE RADIO.

Of the 160.2 million online radio listeners, an estimated 37 million are in the target and use Pandora, 8tracks and Spotify.11 By leveraging online radio throughout the campaign, Pizza Hut will tap into response rates that can be 2 to 3.5 times higher among Internet radio consumers.12

YOUTUBE.

Nearly 1 out of 2 people on the internet use YouTube every month.10 Turning the limitation of the 5-second skip setting to an advantage, the simple ordering experience is demonstrated before a consumer has the option to skip an advertisement.

SOCIAL NETWORKS.

Social media has become the most prevalent activity on the Internet.15 The target market has embraced social media as a part of their daily lives. Promoted posts will be used to reach the 87%, 73%, and 63% of users 18-29, 30-49, and 50-64 years old respectively.16 Promoted posts on Facebook, Instagram and Twitter will combine to make sure all parts of the target are reached when using Facebook where they “live.” Each integrated ad will include the option to order digitally and encourage viewers to download the app. 17

SEARCH.

Keyword marketing on Google, Yahoo and Bing will help direct consumers to Pizza Hut’s online site. 95% of Americans use the Internet.18 Through targeted search terms, overall traffic to Pizza Hut ordering platforms and social media interactions will increase.

KEYWORD CATEGORIES PIZZA

NOW IS EASIER EVENTS ASSOCIATED WITH PIZZA CONSUMPTION

20


PAID MEDIA ONLINE [NATIVE]. Native advertising is currently

becoming the dominant force to reach consumers digitally. Of consumers who previously bought products from advertisers, 71% identify with the brand after viewing a native ad.19 Native advertising will create engaging interaction among target audiences such as articles on The Huffington Post, Buzzfeed and Mashable. These native ads can generate a 52% lift of purchase intent.20 On Pandora and Spotify, native advertising will target Entertainers and Providers in their normal settings by allowing an hour of music without interruption and reminding consumers of Pizza Hut with a screen wrap. The screen wraps will also run independently.

87%

23

23

MOBILE & TABLET APP. The average U.S. citizen is tech-savvy

and spends 70 hours on mobile applications per month,with 25-34 year olds being the highest users.21 Apps have become mainstream with 58% of American adults owning smartphones, and 42% owning a tablet computer.22 Ads will be placed on app types that are consistent with target usage, including gaming, sports, entertainment, and radio.

OF TABLET OWNERS USE THEIR DEVICES TO LOOK UP INFORMATION ABOUT TV CHARACTERS WHILE WATCHING.

23

OF MOBILE USERS HAVE USED THEIR DEVICE FOR SHOPPING.

OF U.S. SMARTPHONE OWNERS SAY THEY USE THEIR DEVICES WHILE WATCHING TV.

21


DIGITAL PLAN

ZOOM IN

22


EARNED MEDIA

TWITTER PARTNERSHIP

Promoted tweets will engage the consumers by live-tweeting or hashtagging pop culture. This interaction will convert to transactions through a unique partnership with Twitter. Ordering has never been as simple and easy as ordering via Twitter. Through utilizing the established Twitter audience, pizzas can be bought in two steps. After tapping the “Buy” button, the consumer will be prompted to enter their delivery and payment information. Once the information is entered and confirmed, their order will be sent to the closest Pizza Hut for delivery. All the information the consumer provides is encrypted and safely stored after their first transaction. After the initial order, the processes will become even easier and more targeted.

NOW IS EASIER COMPETITION Pizza Hut will create a national competition to reward innovations that make life easier. The promotion will run September 1 through November 15, 2015. The contest will be heavily promoted on Pizza Hut’s social media accounts. In addition, press releases, delivery toppers and signs at stores will spread awareness of the competition. Submissions for the three categories—middle school, high school and college—will be made online with a short video (under 5 minutes) describing the invention idea as well as how it will be used to make life easier for others. The public will judge, and the winner will be selected by online voting ending on December 1, 2015. The winning entrants for each category will receive $5,000 scholarships and a pizza party for each winner and 10 friends.

23


EVALUATION

PIZZA HUT = CONSUMERS

44,479,900

The following infographic shows why this campaign had to target current customers. Even if the campaign could hypothetically gain 40 million new consumers, all of whom order digitally, the estimated percentage of those ordering Pizza Hut digitally would only be 71%.

PIZZA HUT ORDERING

DIGITALLY

20.25

+ 40

60.25

CONSUMERS

45

+ 40

85

PIZZA HUT TOTAL

EXPECTATIONS.

million consumers

million

consumers

The Now is Easier campaign will tie together to generate over 670 million target impressions reaching 95% of the approximately 44,479,900 current Pizza Hut consumers. The following graphic shows the consumer conversion rates required to meet the benchmark of 75% of ordering being done digitally.

AUDIENCE PROVIDERS

million

consumers

million

consumers

GOAL ORDERING DIGITALLY:

NOT ORDERING DIGITALLY

75%

million

consumers

million

consumers

CURRENT DIGITAL:

43%

19,126,357 CONSUMERS

33,359,925 CONSUMERS

REACH

EXPOSED TO MESSAGE

CONVERSION

71% NEEDED CONVERSION:

32%

14,233,568 CONSUMERS

NEW DIGITAL ORDERS

20,994,513

11,966,872

95%

11,368,529

65%

7,389,544

INDULGERS 16,057,243

9,152,629

90%

8,237,366

58%

4,777,672

ENTERTAINERS 7,428,144

4,234,042

88%

3,725,957

62%

2,310,093

TOTAL

25,353,543

92%

23,331,851

62%

14,459,215

44,479,900

24


MET HO D S In order to prove the effectiveness of the “Now is Easier” campaign, the following testing methods will be used: Online ordering rates will be tracked continuously to monitor the progress of digital ordering conversion. Loyalty program membership rates will be continuously tracked to monitor any increases in the consumer involvement. Interviews will be conducted with consumers who do not order digitally at the beginning, middle and end of the campaign to measure the awareness and opinions of digital ordering in order to track progress and address potential concerns.

Focus Groups will be conducted with online survey respondents who answer in the highest and lowest two scores on digital ordering experience in order to identify potential problems, improvements or areas to highlight.

EVALUATION

Online surveys will be conducted bimonthly to measure Pizza Hut’s digital ordering ranks among consumers as well as to rank the digital ordering experience of Pizza Hut on a seven point scale.

In conclusion, Now is Easier weaves seamlessly into current Pizza Hut efforts in a simple effective manner that ties into Pizza Hut’s thread of innovative spirit. Consumers will be enticed to order digitally because Now is Easier.

R E F ER ENCES

25


MEDIA

CH EAR HUNTER COLLIER TERI HENLEY

This book began with a description of what red thread means for a brand, and you may still be wondering why we would pick it for our agency name. If you ask the team, each member will concoct a different reason or story for why we chose the name... So in a sense it means nothing. But at the same time, that means everything.

RES

ABBIE SCHEIDER

ADV

It means we’re a close-knit team that bends over backwards to pull each other out of rabbit holes--because all that’s down there are geese and keys and everything else that rhymes with cheese and doesn’t belong on a pizza.

LLE MI

And it means we beg people to take our surveys--because, apparently, not everyone loves research as much as we do.

RANDALL HUFFAKER

But more than that, it means we’ve become more than what we were at the beginning of this process.

J’CEE HYATT

SA

MA GE RA

And now that we’ve reached the end, there’s one loose end to tie up, and that’s explaining how the story we’ve spun as a team managed to weave together so seamlessly. The only reason we can give you is the one that’s simple enough to be it: We’ve had the right fabric from the beginning.

LA

RIS

AT I

VE

GIANNA GAGLIARDI

CRE

It means we take spontaneous dance breaks when we get tired of work-because sometimes that’s the only way to keep us from unraveling.

RS

EIB

OR

G

ISO

5

CANDICE JI

PATRICK LITTLE

ELIZABETH LYBROOK

EMILY YOUNG

JOEL HAFER

ACCOUNT EXECS

26

NSAC 2015 Team 144 Plans Book  
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