Papa Johns.
#Paid Media · Case Study.
From its American roots to the heart of the UAE, Papa Johns brings its world-famous recipes to a diverse community, serving up better ingredients and a passion for flavour in every pizza.
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“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 LLCPapa Johns UAE approached us to launch their most ambitious local campaign to date. In a competitive market saturated with discount-led promotions, the primary challenge was to shift consumer habits towards high-value engagement and solidify the Papa Johns App as the preferred ordering channel. Digital Marketing Objectives were:
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Drive significant brand awareness and engagement across the UAE.
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Increase Average Order Value (AOV) and overall revenue.
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Boost app transactions and new customer acquisition.
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Achieve a ROAS target of 3.5.
To dominate the competitive QSR landscape, we engineered an integrated, full-funnel strategy built around the high-impact "Win a Million" promotion. This approach was designed not just to drive mass awareness, but to build a sustainable ecosystem within the Papa Johns app. We implemented the following measures:
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Multi-Platform Campaign: Deployed a unified strategy across Meta (Facebook & Instagram), TikTok, Snapchat, and Google Ads (Search, UAC, Performance Max) to maximize reach and engagement at every stage of the customer journey.
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Creative Gamification: Integrated a "Golden Ticket" mechanic, where every order over AED 100 earned customers a chance to win, creating urgency and driving higher AOV. This was amplified with smaller, engaging contests like iPhone giveaways.
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Targeted Audience Segmentation: Utilized a layered approach, targeting broad audiences for awareness and using first-party data for sophisticated retargeting of high-value segments like 'Champion Customers' and 'Value Customers'.
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Influencer & UGC Amplification: Collaborated with local content creators and influencers on TikTok and Instagram to drive authenticity, engagement, and user-generated content, further boosting the campaign's organic reach.
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Optimized User Journey: Ensured all ads were tightly linked to the Papa Johns app or specific product pages, creating a frictionless path from interest to purchase and cementing the app as the primary ordering channel.
The "Win a Million" campaign delivered exceptional results, significantly elevating Papa Johns' market presence and driving substantial growth in key business metrics. The integrated strategy successfully shifted consumer behaviour, boosting direct engagement and establishing the Papa Johns app as a primary sales channel. Key outcomes include:
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Explosive Reach & Engagement: Generated over 48 million impressions and reached over 55% of the total target audience, achieving a 41.8% higher conversion rate compared to previous campaigns.
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Significant Revenue & Transaction Growth: Increased overall revenue by 29% and app transactions by 14%, demonstrating a significant shift to the brand's primary ordering channel.
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Boosted Order Value & Profitability: Average Order Value (AOV) grew by 13%, and the campaign achieved an impressive ROAS of 4.05, surpassing the initial target.
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Surge in Customer Acquisition & App Installs: App installs surged by 61% and the new customer base doubled, exceeding the target by 100%.
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Dominated Share of Voice: Increased branded keyword volume by 115% vs the quarterly average and captured significant search share from competitors like Pizza Hut and Dominos.
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