Whitbread
Vouchers that pack a punch: Boosting voucher downloads by 135% for Whitbread
Following the pandemic, hospitality brands faced a perfect storm of a fiercely competitive market, an emerging cost of living crisis and increasing cost base.
Whitbread wanted to understand how to leverage the power of digital to encourage more footfall into the restaurants in the weeks leading up to the busy festive period.
No easy fea-st!
Despite the challenging circumstances, we delivered a cross-channel digital strategy that exceeded all expectations. Here’s the juicy details…
“It’s an absolute pleasure to work with the Engage team. Their dedication, enthusiasm and expertise always leave us with the confidence that our brand is in the best hands to help it grow and thrive.”
Miranda Lunt, Global Digital Marketing Manager at London Square
The Challenge
We developed a bespoke vouchering platform and highly targeted paid media strategy to engage both new and existing customers. The voucher platform’s core functionality included integration with Whitbread’s CRM platform, email reminders for voucher redemption, and a serverless architecture, enabling scaling based on demand.
“Working with Engage on the voucher generator project was both productive and enjoyable. The campaign not only exceeded expectations in terms of the number of downloads (+84.5%) but CPCs were down (-47.7% vs target). Thank you, Engage!”
We conducted A/B testing of video ad formats and copy for each brand, gathering data on user response to certain terminology such as “BOGOF” vs “2-4-1”, and geo-targeted to in-market and lookalike audiences to ensure relevancy and interest, with competitor bidding for Google search.
The Results
We were absolutely thrilled with the results of this campaign - a real digital feast for the senses…
Let’s talk results
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180K
Voucher downloads
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14%
Redemption rate
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59%
Reduction in cost per download
The campaign ran for 6 weeks and drove 180,000 voucher downloads with a redemption rate of over 14%… a 59% reduction in cost per download.
