Targeted digital approach sees Eagle Boys halve its media spend but achieve better results

Pizza chain Eagle Boys cut its media spend in half for its latest digital campaign, yet saw improved results after adopting a more targeted approach, according to its retail general manager.

Nick Vincent said the company learned a lot from its first Mad Minutes campaign which offered cut price pizzas during a limited time each day for two weeks and drastically reduced its media spending in the second wave of the digital push.

The savings came after Eagle Boys scrutinised where its online traffic was coming from and directed its budget to those areas.

The first Mad Minutes campaign was a test and we did quite a hefty digital advertising campaign. But we learned a lot and in the second push we became more efficient in our media buy, Vincent said. We became more targeted and as a result spent half what we did in the first campaign and achieved better results.

He declined to reveal the cost of its media.

The fast food chain said visits to its website climbed more than 50 per cent during the fortnight with almost four in 10 of those first time customers.

A third digital push will run next month with social at its core. Vincent declined to reveal further details but said it would not be another Mad Minutes campaign although he confirmed that will return in the future.

While Eagle Boys will still use traditional channels in its marketing mix, including bits and pieces of TV, Vincent said it was increasingly turning to digital advertising.

Around one third of its marketing budget is now directed online, double that of three years ago, he said.

Steve Jones

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Targeted digital approach sees Eagle Boys halve its media spend but achieve better results