Skip to content Skip to footer
The Digital Cellar
The Digital Cellar
Close
Case Study

CRUST 21

The Client

Crust Pizza, the 3rd biggest Pizza Franchises in Australia, launched a marketing campaign to celebrate their 21st birthday.

Objectives

  1. Increase Brand Awareness and Engagement
  2. Attract new customer
  3. Increase customer LTV (bringing back the favourites)

Media

  1. Paid
  2. Organic Amplification
  3. Influencers/Creators

Channel

  1. Meta
  2. TikTok
  3. Snapchat

Period : 23 March – 30 June 2022

Campaign Activities

Consumer Promotion

To increase awareness and drive engagement, Consumer Promotion ran through 8 days of competition with a Grand Prize draw of $21,000 in cold hard cash for the winner to fund the experience of their lifetime.

Bring Back THE OLD FAVOURITES

To attract new customer to the Brand, as well as increase purchase frequency and ATV, Crust “brought back the old favourites!”

4 Crust Legacy Pizzas were primary focus in driving awareness, engagement and conversions through both paid media and influencer marketing.

HIGHLIGHT

0%
INCREASE IN INSTAGRAM FOLLOWERS (9,237 to 10,551)
0
NEW LOYALTY MEMBERS VALUED AT $553,002
0
COMPETITION ENTRIES

MEDIA SPEND

$114 K

IMPRESSIONS

22.7 M

CPM

$5.01

TRANSACTIONS

9.1K

REVENUE

$474K

ROAS

4.16