NMPi

London, United Kingdom
Founded: 2004
Staff: 67
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Skills
Paid Search
Web Measurement & Analytics
Data Analysis
PPC
Paid Social
Analytics
Display Advertising
Google Analytics
Google Analytics Consultancy
Paid Media

and 4 more

Clients
Microsoft
UBM
Bathstore
Freeview
Jack Wills
Wyevale Garden Centres
Crew Clothing
Watchshop
Papa John's
Luisa Via Roma

and 3 more

Sector Experience

Retail
Finance
Travel Retail
Fashion and Beauty
10+ Years in Digital Marketing
Home furnishing
10 Year Award-Winning Agency
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Scrum-ptious Ad Copy Wins Pizza Fans

Objectives.

American pizza giant, Papa John’s is now the third largest pizza delivery chain in the UK, with over 250 take-away outlets. When the Rugby World Cup kicked into high gear, Papa John’s wanted to tap into the sport’s popularity to increase paid search ad engagement and click through rates.

Strategy.

In order to capture the Rugby fan base within the UK, NMPi created ad copy that would resonate with them by using clever word play.

The new ad copy ran in tandem with current paid search offers targeting UK users across Google and Bing. The campaigns began at 6pm on game day, two hours prior to kick off, and ran throughout the duration of the match. Our analysts focused keyword targeting on brand and non-brand keywords relating to the pizza industry. Anyone searching for these keywords would indicate a higher likelihood of purchase.

Results.

Within the first day alone, we saw the CTR increase by 6.3% compared to non-rugby focused promotional ad-copy. We also saw conversion rate increase by 10%, and a 2.73% increase of new sessions based on Google Analytics data.

Tags

Paid Search
ad copy
Data Strategy

Clients

Papa John's