Papa Murphy's
Situation:
Papa Murphy’s Pizza is a take-and-bake pizza franchise committed to fresh, quality ingredients prepared in-store. Based in Vancouver WA, Papa Murphy’s now serves communities across more than 112 DMA’s nationwide.
To grow and expand the Papa Murphy’s brand in a crowded pizza category, Media+ was charged with creating relevance to new customer segments, increasing brand loyalty, and competing with large national pizza chains with deeper pockets.
Action
Media+ helped Papa Murphy’s evolve their media mix to reach the modern consumer. Omni-channel media strategies have been deployed to engage new audiences in innovative environments while maintaining a brand presence in “tried-and-true” channels. The end goal, driving incremental sales and transactions in-store and Online.
Linear Broadcast TV was deployed to cast a wide net to reach current and new customers
OTT and custom video units were utilized to extend the reach of linear TV to a younger “cord-cutter” audience
Local Influencer campaigns were executed to bring the Papa Murphy’s brand into niche communities (i.e., Mom Groups)
Custom audience segments were deployed on Facebook and Instagram to isolate new and lapsed customers and drive them to purchase with a targeted promotional message
Results
50%
Online video attributed to over 50% of all digital impressions and received 30% stronger completion rates than projected
100%
Influencer campaign drove a 100% positive sentiment among audiences
2x
Double digit eCommerce growth with the largest increase in Adults 25-34 purchasers
