Case Study
Home of Performance x Papa Johns
WHAT OUR PARTNERS HAVE TO
SAY ABOUT US
“Home of Performance have been an outstanding partner for us. They rapidly supported on account setup and resolved complex integrations in record time, enabling us to improve all key KPIs smoothly across markets. Their responsiveness, agility, and speed made the formula work, allowing us to scale our business to the outcomes we envisioned.”
Ben Hagen, Brand & Digital Strategy Head
PJP Investments Group LLC
THE CHALLENGE
Papa Johns UAE approached us to drive significant business growth in a competitive market. The primary challenge was to boost brand awareness and engagement, leading to direct increases in customer acquisition, transaction volume, and overall revenue.
Digital Marketing Objectives:
- Reach 50% of the total addressable audience to maximize brand visibility.
- Drive substantial follower and engagement growth across key social media platforms.
- Increase app transactions, Average Order Value (AOV), and overall revenue by 10-20%.
- Achieve a 50% growth in new customer acquisition through the app.
- Deliver a minimum Return On Ad Spend (ROAS) of 3.5
THE SOLUTION
To achieve these ambitious goals, we developed an integrated, full-funnel strategy centered around the high-impact “Win a Million” campaign, designed to drive both mass awareness and high-volume app orders.
We implemented the following measures:
- Deployed a multi-platform strategy across Meta (Facebook & Instagram), Google (Search & UAC), TikTok, and organic social media to ensure a consistent and powerful brand message at every touchpoint.
- Executed a sophisticated audience targeting plan, starting with broad awareness campaigns and progressing to retargeting high-intent users and specific first-party data segments like loyal, lapsed, and high-value customers.
- Launched a dynamic creative strategy that used gamified urgency (“Win a Million”) and adaptive storytelling to capture attention, with continuous A/B testing and real-time optimization to maximize performance.
- Amplified organic social presence through extensive content rollouts, influencer collaborations, user-generated content (UGC) initiatives, and interactive contests to drive community engagement and app downloads.
- Focused paid media efforts on platform-specific goals: driving reach and conversions on Meta, boosting brand engagement with creators on TikTok, and capturing high-intent searches and app installs through Google Ads.
- Ensured a tightly linked user journey, with ads deep-linking directly to the Papa Johns app or specific product categories to minimize friction and convert interest into orders.
THE RESULTS
The campaign delivered exceptional results, significantly exceeding all key performance indicators and solidifying Papa Johns’ position in a competitive QSR landscape. The full-funnel strategy successfully converted mass awareness into measurable business growth.
Key outcomes include:
- Generated over 48 million impressions and reached 55% of the total target audience, dramatically increasing brand visibility.
- Achieved a 29% increase in revenue and a 14% rise in transactions compared to the previous quarter.
- Doubled the rate of new customer acquisition (2x growth) and increased app installs by 61%, significantly expanding the user base.
- Boosted Average Order Value (AOV) by 13% and delivered a strong Return On Ad Spend (ROAS) of $4.05, surpassing the target.
- Increased the new customer reorder rate by 25% and successfully re-engaged dormant customers.
- Grew branded keyword search volume by 115% and captured a greater share of search from key competitors.
Have an idea?
Let's Work Together
We can help you reach your goals – Let’s start a conversation