Award-Winning Franchising Case Study: Wild Birds Unlimited
During the winter months, while consumer attention may shift away from enjoying the outdoors and backyards, it’s still a vitally essential time for the 350+ retail stores that make up the Wild Birds Unlimited brand to capture consumer spend and drive bottom-line revenue. Beyond this key peak season, many retail locations were feeling the impact of supply chain and lingering issues related to post-pandemic operations that necessitated a need to expand their target audiences and reach new customers.
To reach new customers around Wild Birds Unlimited locations with precision and deliver measurable performance results, we executed hyper-local Connected TV campaigns with concurrent, retargeted programmatic display media. With the sudden, effective return of QR codes in the marketplace, we intentionally implemented a QR code on our CTV video spots, generating clicks on ads that typically only provide view-through performance metrics. From an audience reach and engagement perspective, we supplemented our geotargeting with contextual and behavioral targeting, custom site lists (for display campaigns), retargeting, and private marketplace (PMP). PMP offered a real-time bidding environment for key ad inventory on the Discovery Channel and Animal Planet channels. We also leveraged algorithmic machine-learning budget and bid optimizations to optimize toward our desired cost-per-completed view (CPCV) for CTV and cost-per-click (CPC) for display. This allowed us to have granular control over the campaign budget for the campaign duration, maximizing efficiency in both reach and spend.
The cross-channel local media campaign implemented by Location3 generated a significant lift in eCommerce purchases, account registrations, and loyalty program sign-ups. Driving more than 9.3MM CTV spot views, the digital campaign accounted for 4,747 scans of the QR code and 289 conversions directly on-site. The campaign also received top honors at the 2022 Franchise Innovation Awards, including Best Overall Campaign, Best Digital Campaign, and Best Campaign Under $1MM.
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This campaign provided a major impact in increasing brand awareness during the busy holiday shopping season. Without any additional effort on their part, our franchisees gained increases in web traffic, in-store visits and online sales.
V.P. of Marketing
Wild Birds Unlimited