While they weren’t the first major brands to get in on the mobile app craze, quick serve restaurants (QSRs) have become major investors in brand apps. Users interested in convenience and savings are eager users of fast food apps that offer even more convenience and additional savings.
Despite this, it’s not easy to get new users to download a QSR app. One of the largest burgers-and-fries restaurants in the world came to Fiksu DSP for help launching their app and bringing in users who would not only install the app, but would register and ultimately redeem in-app offers in a restaurant.
The QSR concentrated on achieving efficiency and scale. Working closely with the client and their agency, Fiksu DSP developed a detailed app marketing plan that used a wide variety of channels to get the best possible results over the long term. It included:
A surge of incent-based traffic at launch to push the app up the charts
A broad-based approach to ongoing promotion, using RTB, AdColony, and multiple display networks
A retargeting component to re-engage users who installed the app, encouraging them to register and ultimately redeem offers in-store
An emphasis on using lookalike modeling to reach users who shared key characteristics with heavy app users
Detailed tracking, reporting, and analysis to keep the campaign moving in the right direction
Video, display, and native creative units, with iterative testing to maximize creative impact
The initial launch was a huge success: on day one of the campaign, the app shot up to #1 in Food & Drink and #11 overall. And in those critical first two weeks, the QSR saw 1 free organic install for every 2 paid installs — an extremely good ratio.
That launch was the beginning of a tasty partnership. In the first six months of the campaign, the QSR met or beat all of their key targets:
Learning what works
The campaign ran for more than a year, giving Fiksu and the QSR plenty of time to test, measure, and optimize. Some of the key lessons:
Native ads proved to be the best source of quality users, both in total volume and in efficiency. One specific native creative that had a sparkling 4% conversion rate on Android and 3.1% on iOS.
The QSR took advantage of Fiksu’s mobile personas, specifically the QSR Enthusiasts persona (go figure!) which brought in the most users.
Fiksu also put the data the campaign was generating to use, building a dynamic lookalike audience based on users who opened the app daily. That lookalike audience was a close second in terms of install volume.
Overall, this national chain learned that mobile advertising was an important way to build up a base of active app users — not just installs. That leads to more returning customers and ultimately, more burgers sold. compared to any other targeting segment, and also provided the best downstream quality metrics.