Mobile engagement sweetens the deal for Krispy Kreme

April 20, 2021

Precision targeting and captivating creative foster brand loyalty among existing fans and entice new customers to visit QSR locations. 

Krispy Kreme mobile advertising case study

Opportunity

Quick-serve restaurants (QSRs) are booming across the US. To compete in a crowded field, QSRs keep prices low and typically operate on slim margins. This means that every promotional campaign needs to deliver results.

The first Friday of every June is a big deal for Krispy Kreme: it’s National Doughnut Day. Krispy Kreme approached Verve Group with two objectives for a National Doughnut Day promo campaign:

  • Inspire brand loyalty and engagement with current customers.
  • Entice new customers to visit Krispy Kreme stores.

Solution

What’s better than a fresh doughnut? A free, fresh doughnut! Verve Group developed precise targeting and compelling creative spotlighting the giveaway to build excitement and drive engagement for Krispy Kreme.

Specifically, Verve Group’s approach used three primary tactics:

  • Strategic audience segmentation
    Target frequent QSR visitors with Verve Group’s custom audiences. 
  • Geo-fencing
    Target a 5-mile radius around Krispy Kreme stores. 
  • Interactive ad formats
    Dynamic “tap-to-map” ad creatives to direct customers to the closest Krispy Kreme store.

Results

The National Doughnut Day promo campaign significantly outperformed industry benchmarks for tap-to-map and engagement duration.

2X longer engagement *

25% higher tap-to-map rate

* Krispy Kreme mobile engagement vs. traditional TV engagement duration

About Krispy Kreme

Since 1937, Krispy Kreme has delighted customers with fresh doughnuts. Over the years, the brand has grown into a quick-service restaurant (QSR) chain serving sweet treats and more.

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