CASE STUDY

Media Mix Testing Generates Incremental Customer Growth

BACKGROUND

Papa Murphy’s is a pizza franchise with a unique business model, coined by the tagline: “We make it, you bake it.” The company is well-established in the western half of the U.S., particularly in the Portland/SW Washington market, offering an attractive alternative to delivery using high quality ingredients at affordable prices for families..

Media 

  • Paid Social
  • Paid Search
  • TV
  • Streaming/OTT
  • Radio

Strategy

  • Audience Design
  • Test Planning
  • Messaging Strategy 

THE CHALLENGE

Drive New Customers in a Highly Competitive Industry

Despite its unique position in the market, Papa Murphy’s is seeing increased competition and changing consumer preferences with their target audience of household food decision makers.  As the company approached its most critical fall and winter sales seasons, they set sights on driving new customers – and they needed it done fast.

Theorem took over digital and traditional media for Papa Murphy’s in 2019 with the goal of growing incremental sales in the Portland/SW Washington market.

Results

24% Comp Sales Lift YoY in Q2 2020

26% Comp Sales Lift YoY in Q3 2020

Increased Media Mix Cost-Efficiency

THE Solution

Reshaping Media Mix to Grow Incremental Customers

Our strategy for increasing sales focused on shifting their media mix to prioritize audience expansion by broadening reach (over frequency) and tapping into younger demographics of potential customers. 

This involved a measured shift away from the company’s heavy traditional mix, toward testing new, more efficient digital platforms. In order to accomplish this quickly, we developed a go-to-market testing plan that yielded immediate sales lift within the first 90-days, while mitigating risk during peak season for Papa Murphy’s.

Papa Murphy's Pizza Coupon

Theorem knows how to perfectly activate our media plan to optimize every dollar. Their team is a hard-working group of specialists in digital, traditional and social and they know how to orchestrate all of the channels to work together and connect with our pizza buying audience. Since Theorem took over our account we’ve seen a 15% increase in sales this past year.”

Jim Lovelace / President PDX Co-op

THE Solution

Testing Plan Drives Sales Lift Within 90-Days

Prioritize Reach Over Frequency

Expanded audience targeting through reducing overlap between programming/stations.

Target Incremental Customers

Shifted funding to YouTube focusing on targeting fans of direct competitors.

Cater to stay-at-home environment

Shifted spend from linear radio and commuter platforms such as Waze to high-usage streaming services. Shifted sports programming to nostalgic viewing that is more cost-effective with surging interest.

Let us put together a plan for you.