Circle K
Optimizing Paid Media Performance
The Challenge
As part of our work with Circle K’s North American division, we were tasked with promoting their new Coffee on Demand while maintaining a presence for driving in-store traffic that generated awareness for their coffee product offerings and measured in-store traffic attributed to the promotions.
The Objective: Increase Store Traffic and Sales
What we did
We partnered with our sister agency, August United, who led on creative production. Once we had the creative concepts reviewed and approved the digital media process included:
- Establish Specific KPI’s for the Campaigns
- Key Person Mapping
- Strategize to Reach the Target Audience
- Strategize Parameter for the Campaign
- Funnel Approach and How Channels Align
- Make Channel Recommendations
- Make Budget Recommendations
- And More!
How we did This
The channels selected for the media plan were chosen based on the ability to track in-store traffic, which was our best ability to track performance beyond simple awareness. The following actions led to great success:
- Restructured Paid Media Accounts
- Optimizing Paid Media Accounts
- Utilized a Shared Project Management Tool
- Utilizing Keyword Tracking
- Continually A/B Testing Across The Site
- Kicked Off A Conversion Rate Optimization Plan
Results:
+
0
%
Increase MoM for Coffee On Demand purchases
+
0
%
Store Visit Rate Compared to C-store Benchmark of 3.62%
