From social media to sharing slices.

Papa Murphy's, a quick-service restaurant, is a take-and-bake pizza company based in Vancouver, Washington. It began in 1995 with the merger of two local take-and-bake pizza companies: Papa Aldo's and Murphy's Pizza. The company and its franchisees operate more than 1,300 outlets in the United States, Canada, + the United Arab Emirates.

Challenge

Papa Murphy’s wanted to drive incremental visits and reach new customers through media campaigns. Their main objective was to measure and analyze the lift generated by their media partners and evaluate their effectiveness in attracting new customers. The main KPIs for this campaign included visit lift and lift among new customers.

Modern Consumer Insight

Barkley, partnered with geo-location platform, Foursquare to leverage its measurement solution, Attribution, and provide valuable insights and demonstrate the effectiveness of the brand’s media efforts in driving incremental visits. The data helped the agency prove that the media was indeed working to achieve the brand’s goals.

Solution

Through careful data analysis and insights provided by Foursquare’s data, Barkley successfully demonstrated that the media campaigns effectively drove incremental visits and reached new customers for Papa Murphy’s. The data helped validate the performance of different media partners and their individual tactics. The quantifiable results reinforced the positive impact of media efforts on attracting new customers and increasing visitation rates.

Results

$0.68
overall CPSV (Cost per site visit).
67%
customers who had not visited in the past 12 months accounted for the campaign reach.
27%
of exposed (to the paid campaign) visitors were new customers.
27%
lift (indicating that they were influenced by the ads and visited the restaurant at a higher rate after ad exposure).