Papa Johns.
#Paid Media · Case Study.
Papa Johns’ Papa Pairings × Toy Story 5 collaboration brought character-inspired pizzas to customers in the UAE and Saudi Arabia. Home of Performance connected the excitement around the film with a full-funnel media programme, bringing together awareness, app acquisition, purchase campaigns and search. The 78-day campaign ran from 1 June to 17 August 2026, with each market evaluated separately.
What Our Partners Have to Say About Us
“This partnership needed to work across the whole customer journey, from discovering the collaboration to placing an order. Home of Performance connected those stages while recognising the differences between our two markets. Their approach gave us a clearer view of digital performance alongside the wider campaign’s sales activity.”
The Papa Johns TeamA film release creates a concentrated window of attention, while customers may order through apps, takeaway, dine-in or delivery platforms. Papa Johns needed to sustain interest across a limited-time campaign and understand its wider business performance. Different audience responses in the UAE and Saudi Arabia added complexity. The key objectives were to:
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Build Campaign Awareness: Create recognition before and around the film’s release, when cultural interest was strongest.
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Develop the App Channel: Turn attention into app consideration and installations, particularly in the UAE.
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Capture Purchase Intent: Connect emerging interest in the collaboration with relevant search and order journeys.
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Measure Across Ordering Channels: Use point-of-sale reporting alongside platform data to assess campaign performance in each market.
We followed the campaign’s demand cycle from anticipation through launch and active purchase intent. Channels had complementary roles, while local performance determined how each market’s activity evolved. The key initiatives included:
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Awareness and Search Working Together: Meta awareness activity and YouTube video introduced the collaboration and supported recognition. Google brand and generic search campaigns then captured people actively looking for the offer or relevant pizza options.
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Market-Specific Purchase and App Campaigns: English and Arabic creative supported purchase activity in both markets. UAE app-install campaigns developed the owned channel. In Saudi Arabia, awareness focused on ad recall while purchase campaigns optimised for offsite conversions.
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Creative Variety Through the Campaign: Broad prospecting audiences received multiple static and video concepts designed for Meta’s Andromeda system. Creative refreshed at launch: the UAE became video-led, while Saudi Arabia retained stronger static purchase assets and used video for awareness.
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A Shared Measurement Framework: Platform events were reconciled with Papa Johns’ point-of-sale data and Power BI reporting. Platform metrics informed optimisation; all-channel reporting showed campaign product sales across ordering routes. Market-specific benchmarks preserved differences in efficiency and customer behaviour.
The campaign recorded substantial product sales across both markets, alongside stronger peak weekly purchase activity. UAE purchase efficiency held as the campaign scaled; Saudi Arabia grew volume with lower efficiency at higher investment levels. The reported results included:
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35,909 Campaign Units Sold in the UAE: Point-of-sale reporting captured campaign product volume across all ordering channels during the activity period.
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39% Higher Peak Weekly Purchases in the UAE: Reported weekly purchases increased from 961 pre-launch to a peak of 1,337.
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1,297 UAE App Installs: Meta app campaigns added installations alongside awareness and purchase activity, supporting the owned-channel objective.
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39,624 Campaign Units Sold in Saudi Arabia: All-channel reporting showed strong product volume, with sales concentrated toward the start of the campaign.
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79% Higher Peak Weekly Purchases in Saudi Arabia: Reported weekly purchases increased from 934 pre-launch to a peak of 1,673, with the efficiency trade-off retained in market reporting. Results cover 1 June–17 August 2026. Markets are reported separately. All-channel campaign sales and platform-reported purchases use different measurement scopes and are not additive or proof of incremental media lift.
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