Papa Johns Can Predict When Your Fridge Is Empty
17 hours ago
- #Data-Driven Marketing
- #Streaming Ads
- #Advertising Strategy
- Papa Johns partners with NBCUniversal, Instacart, and Carat to target hungry consumers when they're low on groceries.
- Custom audiences are created based on Instacart data showing shoppers who regularly buy staples like eggs, milk, and produce.
- Ads are served on NBCU streaming platforms (e.g., Peacock, NBC Sports) timed to when consumers likely run out of groceries.
- Campaign uses personalized creatives with QR codes and calls to action (e.g., "Empty fridge?") tailored to food preferences.
- Papa Johns focuses on three types of pizza lovers: scheduled, celebratory, and spontaneous (e.g., when fridge is empty).
- Goal is to drive order growth, brand affinity, and customer acquisition by targeting high-intent, impressionable consumers.
- This marks Instacart's first time sharing first-party data with a non-CPG brand for NBCU inventory targeting.
- QR codes are used to drive engagement, allowing viewers to browse and order products directly from the ad.
- NBCU measures incremental sales lift from new customers post-ad exposure using QR scans, engagement, and transaction data.
- Results are pending, but the approach aims for precision and novelty in ad targeting to increase sales.