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Social Cousins: Sandwich Chain Connects with Location-Driven Digital Marketing

Think there’s nothing particularly social about sub sandwiches? Cousins Subs will make you think again—much the way it did its local customer base.

Recently, Cousins Subs began using digital marketing platform MomentFeed to deliver geo-targeted localized Facebook ads to drive online sales, mobile app downloads and in-store foot traffic. The goal was to build awareness with measurable results. Specifically, Cousins Subs wanted to build local awareness and online orders in a way that was both measurable and scalable across 114 locations.

The solution involved Facebook Local Awareness Targeting. Utilizing MomentFeed and Facebook’s Local Awareness targeting capabilities, Cousins Subs ran one campaign over the course of 8 days, across 114 locations. The ads targeted mobile and desktop users within a specified radius of store locations.

The creative involved dynamically localized ads. Using the city name in the salutation and a street address in the copy, the ads engaged the target audience with personalized messaging directing them to their local Cousins Subs.

The results were impressive. There was a 42 percent increase in mobile app downloads over the previous week. What’s more, the ads drove more online order traffic than all of its other marketing initiatives combined. There was a 67 percent desktop increase in online ordering traffic and a 63 percent mobile increase in online ordering traffic. Additionally, the ads resulted in significant YoY growth in limited time offer online and in-store sales for all locations—19 percent higher in same week/type promotion stats in 2015 over 2014.

“With MomentFeed, we’ve been able to increase local awareness, in-store foot traffic, mobile ordering and overall sales at our restaurants,” said Justin McCoy, vice president of marketing at Cousins Subs. “The unique targeting capabilities make it simple for us to deliver localized advertising across markets with a few clicks, and the reporting tells a clear story of the return we’re getting on each campaign run. We’re looking forward to continuing to build our social presence in the communities we serve and trying more campaigns in the months to come.”
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