April 11, 2024 •Chris Simpson
In Canada, coffeehouse and restaurant chain Tim Hortons is a household name – there’s a store in nearly every small town and large city. Their fanbase is growing here too, with 78 stores in the UK so far. Recently, Tims came to more2 and Sideshow to help increase brand awareness and drive customers through their doors – here's how we did it....
Highly targeted
We focused on audiences relevant to Tim Hortons, who would appreciate the Tim Hortons proposition, share their love of the brand and become regular customers. We worked alongside our sister agency, Eleven Miles, and planned a Spin to Win campaign designed to engage new customers and leverage network effects.
The local campaign was planned to include Local Radio Ads and Meta Paid Social Ads to drive new registrants, coupled with CRM campaigns to engage existing customers and WiFi users.
By mapping their stores against local radio coverage, we ensured the campaign and budget was focused on regions with a good representation of Tim Hortons locations. Within Meta we structured the campaign to use existing engaged audiences as a seed and then rapidly expanded to new audiences within proximity to a store. We also took into account opening hours. This choice of targeted media enabled our teams to minimise wastage and maximise campaign performance.
Simple, but highly effective
The mechanic was simple: Visit the campaign landing page, spin the wheel, win a guaranteed prize, redeem in store within 7 days.
The campaign went viral on social media – racking up 1.3 million plays. As a result, over 600,000 new emails were captured and all within 6 weeks…
If you want to scale up your new customer acquisition, or need a fresh perspective on your next campaign plan, give us a call!