Krispy Kreme Increases In-Store Foot Traffic with CGR Communications and Simpli.fi
Overview
Taking Programmatic to the Island
Consumers today are inundated with more options for quick meals than ever before. This influx of choices is making it harder for advertisers to stand out amongst their competition, maximize relevance, and generate revenue. With so many restauranteurs aiming to reach the same consumers, CGR Communications wanted to help Krispy Kreme promote the grand opening of their first location on the island of Jamaica with precise targeting and granular attribution.
While CGR Communications has utilized Advantage, Simpli.fi’s agency management software, for a decade, they began using Simpli.fi’s programmatic advertising solutions in 2021. Through this partnership, they have specialized in reaching the Jamaican diaspora living in the United States to encourage relocation to
Jamaica, seek assistance for people living on the island, or promote stores in the U.S. that sell Jamaican products.
When Krispy Kreme expanded to the island, CGR Communications decided to apply Simpli.fi’s comprehensive programmatic offerings to increase brand awareness among relevant residents and drive foot traffic to the newly opened store. Overall, the brand wanted to achieve a low Cost Per Action (CPA) of $20 for in-person store visits and a CTR of .10% throughout their nearly two-month campaign.
Reaching Audiences Based on Location
CGR Communications, Krispy Kreme, and Simpli.fi established a strategy to reach relevant doughnut and coffee consumers using Geo-Fencing. By applying their knowledge of the local market, the agency supplied a list of 20 retail stores near the new Krispy Kreme shop that sold similar products. Simpli.fi drew target fences around these locations to capture visitors and serve them display ads for up to 30 days later.
In order to track in-store visits from users who were served an ad, the team built a Conversion Zone around the Krispy Kreme storefront.
Reaching Audiences Based on Online Behavior
In addition to this competitor conquesting, CGR Communication wanted to expand the campaign’s reach and increase brand awareness for Krispy Kreme. The advertiser deployed Simpli.fi’s Keyword Search Retargeting to reach users who indicated interest in doughnuts, coffee shops, or similar brands based on their online searches. The Simpli.fi team implemented 1559 keywords including donuts, Krispy Kreme, handmade donuts, and more to serve display ads to potential shoppers.
Simpli.fi Increases In-Store Foot Traffic
By the end of the 48-day flight, Simpli.fi delivered 237 in-person visits to the Krispy Kreme store at a $5.51 CPA, greatly outperforming the $20 goal. The campaign also achieved a CTR of 0.21%, which more than doubled the client’s goal of 0.10%. CGR Communications and Krispy Kreme plan to continue working with Simpli.fi to efficiently reach local doughnut lovers and increase brand awareness throughout Jamaica.
CGR Communications, Krispy Kreme, and Simpli.fi established a strategy to reach relevant doughnut and coffee consumers using Geo-Fencing. By
applying their knowledge of the local market, the agency supplied a list of 20 retail stores near the new Krispy Kreme shop that sold similar products. Simpli.fi drew target fences around these locations to capture visitors and serve them display ads for up to 30 days later.
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