Why Apache Pizza invested some of its dough into Snapchat
Dentsu won in the Best Use of Snapchat category at The Drum’s Social Media Awards in 2022 for its work with Apache Pizza. Here we find out what went into the project.
Dentsu's winning campaign for Apache Pizza / Dentsu
Pizza delivery spot Apache Pizza launched back in 1996 and today there are over 180 stores in Ireland. With competition heating up, the chain wanted to expand its customer base through paid social.
The brand wanted to increase sales by 10% and based on previous campaigns it decided to focus efforts on Snapchat. The objective was to target a younger demographic in the Republic of Ireland, homing in on lower funnel audiences that were built up on social.
Firstly, the team defined its audience. In previous campaigns, they had built up a strong audience whom they could target through Snapchat by creating custom audiences.
They then focused on location. There are over one hundred Apache Pizza stores across the Republic of Ireland, and it was important that no spend was wasted on targeting people that weren't in the area.
The next important step was the creative execution, which wasn’t to be too complicated. Dentsu ran one static and one video creative, clearly displaying the chain's offerings.
Last but not least they focused on timing. For the campaign to be successful, they needed to ensure that they were reaching the right audience, at the right time and in the right place.
All targets and expectations were met and the final return on ad spend came in at 86:1.
This campaign was a winner at The Drum Awards for Social Media 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.