Using Emotion Targeting, PMG Drove Incremental Visits And Sales
Goal:
In recent years, Quick Service Restaurants (QSRs), including major fast-food chains, have faced declining sales. This consumer pullback is largely attributed to rising prices, particularly as the costs of eating out have outpaced eating at home. Now, QSRs are competing for fewer customers, making it more important than ever to find new creative ways to market products and services to garner consumer attention and drive more sales.
Strategy:
For PMG, Wurl developed custom QSR segments to target emotions related to craving and hunger. Wurl also partnered with Innovid for this campaign, allowing PMG to serve their creatives dynamically to those emotions and further personalize for location, with each asset promoting regional food specials. PMG improved the resonance of their food advertising by timing ads alongside programming content that evokes anticipation and joy, resulting in a measurable increase in visits and purchases.
Outcome:
InMarket, an independent measurement partner specializing in location and visit attribution, provided third-party validation of the campaign results. Their analysis found that impressions delivered with emotion-based targeting drove a 40% lift in incremental restaurant visits and a 48% incremental increase in sales. Notably, emotion targeting was PMG’s most performant CTV strategy for boosting store visits for their QSR client.
