Mobile engagement sweetens the deal for Krispy Kreme

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

higher tap-to-map rates
0 %
longer engagement duration
0 X

Category: Advertiser

Solution: Managed service

Region: United States

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 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 developed precise targeting and compelling creative spotlighting the giveaway to build excitement and drive engagement. 

Specifically, Verve’s approach used three primary tactics:

  • Strategic audience segmentation: Target frequent QSR visitors with Verve’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 duration*
  • 25% higher tap-to-map

* 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.