Wingstop Inc. is an American multinational chain of restaurants specializing in chicken wings and more. The restaurant chain was founded in 1994 in Garland, Texas. Our team was hired to execute an overhaul of paid social advertising for over 50 Designated Marketing Areas in the United States and optimize campaign performance.
Our paid media team first started by re-organizing the campaign structure of their account. With so many locations, this was complicated however we wanted to make sure that we were doing a truly “full-funnel” ad campaign for each location. This centered around specifically advertising to customers based on how they had interacted with the Wingstop location closest to them. Campaigns were organized around Awareness, Consideration, Conversion, and Retention.
This separation of “cold, warm, and hot” audiences allowed for our campaigns to be more unique to each customer and bring back loyal customers that had not purchased within the last 3 weeks. We also segmented this based on the lifetime value of our customers to improve overall conversion value.
Additionally, we utilized Facebook’s dynamic location ads in order to show customers the closest Wingstop location to their physical address. They could click the ad and get directions to that specific location. With 1,400+ store locations in the Facebook account, this allowed us to get incredibly granular and spread out the budget as needed across locations.
We also launched multi-lingual campaigns targeting both English and Spanish speakers. Additionally, we launched new campaigns on Snapchat to further increase the reach of our campaigns and retargeting efforts.