CASE STUDY
Denny's
Boosting Brand Awareness and Engagement Among Key Demographics
33%
Brand Awareness Lift
60%
Above Industry Benchmarks
22MM
Ad Impressions
Objective
Denny’s partnered with AUDIENCEX to launch a multi-channel campaign aimed at increasing brand awareness and driving engagement across social channels and the website. The campaign focused on males aged 25–54, specifically those who had shown interest in Denny’s or its competitors in the months leading up to the launch. The goal was to deliver in-target impressions and establish Denny’s as a preferred dining choice in a highly competitive market.
Strategy
AUDIENCEX designed and executed a full-funnel campaign to create brand recognition and engagement across multiple touchpoints:
- Dynamic Display and Mobile Ads: Developed eye-catching creatives tailored to resonate with the target demographic, ensuring high levels of engagement.
- Cross-Platform Activation: Accompanied display ads with strategically placed Google search ads and social media ads on Facebook, creating a cohesive and recognizable brand presence.
- Multi-Touchpoint Approach: Used a three-month flight to reinforce messaging, ensuring the audience encountered Denny’s branding across various platforms and moments in their digital journey.
This omnichannel strategy ensured maximum exposure and relevance for the target audience, fostering both engagement and long-term brand loyalty.
Tactics
- Audience Segmentation: Focused on males aged 25–54 with demonstrated interest in Denny’s or similar competitors, using behavioral and contextual targeting to refine the audience pool.
- Search Ads on Google: Targeted high-intent users actively searching for dining options, driving traffic to Denny’s website.
- Social Media Advertising: Leveraged Facebook ads to build engagement and foster a connection with the audience in a more personal and interactive setting.
- Performance Monitoring and Iteration: Continuously tracked campaign performance across all channels, optimizing creatives and placements to maximize results.
Results
The campaign delivered exceptional outcomes:
- Achieved a 33% lift in brand awareness, successfully positioning Denny’s as a top-of-mind dining choice.
- Outperformed industry benchmarks by 60%, demonstrating strong engagement and relevance among the target audience.
By employing a strategic multi-channel approach, AUDIENCEX successfully elevated Denny’s brand visibility and engagement, strengthening its position in a competitive dining market and setting the stage for sustained growth.
