Project Description
Challenge
Mary Brown’s Chicken & Taters is a Canadian fast-food restaurant with approximately 160 locations coast-to-coast across Canada. During the rapidly changing environment (brought on with the COVID19 Pandemic) Mary Brown’s wanted to give back to the community whilst also educate the community on the menu options and delivery/takeout services
Solution
In collaboration with Mary Brown’s marketing team, Postmedia developed a unique campaign that started by lifting the paywall for readers across all Postmedia properties for the month of April. This included a catfish ad unit that displayed the Mary Brown’s logo along with a message telling users that the paywall was lifted by Mary Brown’s along with a click out to a letter from Postmedia editorial advising readers of this initiative. Alongside this initiative, we ran targeted display advertising on the Postmedia Network and off-Network based on the campaign objectives. Additionally, Mary Brown’s sponsored news and food newsletters that aligned contextually with their brand.
Postmedia was fantastic to work with. With a seemingly impossible task of bringing this concept to life in two weeks, they made it happen. Weekly status reports helped to make sure the campaign was on-track and Postmedia made strategic optimizations throughout the campaign to exceed
our expectations. Postmedia allowed Mary Brown’s to bring crucial content to Canadians in a time of need. On top of that, they over delivered on their estimates and helped drive sales to individual locations. Postmedia has a great team to work with. From their sales team, to senior management to program management – they are smart, strategic and easy to work with. Postmedia worked with us to execute an innovative media first campaign, definitely worth it
Results
The partnership between Mary Brown’s and Postmedia exceeded all expectations. Media outlets across Canada reported on the innovative approach the campaign took in removing the pay-wall of Canada’s largest Publisher during a worldwide pandemic. This also resulted in Mary Brown’s trending on Twitter with a positive sentiment on the day of the launch. The highlight of the campaign was that the campaign was mentioned in the Canadian Senate. The program maintained a strong engagement rate across all campaigns with over 85.7K editorial page views, delivering 59.5M+ (over-delivering by 13.9 Million) impressions with over 211K+ clicks to Mary Brown’s website Moreover Mary Brown’s also ran an awareness campaign leveraging programmatic display advertising that aimed at achieving the campaign goals.
READY TO START A CAMPAIGN?
We raise your profile, outsmart your competition and drive more sales online and in store. Your success is our success! We’re happy to have worked with some of the greatest companies in Canada; we’d be thrilled to add your business to the list!
Discover what we can do for your business! Get your free consultation with a Postmedia Solutions Media Consultant today.
READY TO START A CAMPAIGN?
We raise your profile, outsmart your competition and drive more sales online and in store. Your success is our success! We’re happy to have worked with some of the greatest companies in Canada; we’d be thrilled to add your business to the list!
Discover what we can do for your business! Get your free consultation with a Postmedia Solutions Media Consultant today.