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Anthony's Restaurants Sunset Dinner Campaign

Anthony's Restaurants Sunset Dinner Campaign

Anthony's chose Vision Media as its media AOR in January 2024. They bring people together to connect, grow, and thrive across the Northwest. The family of restaurants wants to continue increasing guest count and sales and reaching a wider audience.

Case Study

Featured image 1 for the Anthony's Restaurants Sunset Dinner Campaign case study
Featured image 2 for the Anthony's Restaurants Sunset Dinner Campaign case study

ANTHONY'S RESTAURANTS AD OBJECTIVES 

Our main objective for the Sunset Dinner campaign was to increase guests and reservations at all Anthony's locations that offered the April/Sunset Dinner deal. Specific focus was placed on the 'Opportunity' audience to increase business during "shoulder season," prior to summer.

ADVERTISING OPPORTUNITY 

We had the opportunity to promote Anthony's Sunset Dinner campaign from April 1 - May 3 with a geo-targeted approach around participating locations. Sunset Dinners was a full-funnel, omni-channel campaign. Video and Audio channels reached maximum users to drive awareness of the promotional message. Display and Social drove conversions. Audience focus was segmented by Loyalists and Opportunity to increase new business. The campaign's main KPI was to drive clicks to the "Find a Table" button or phone calls for reservations. The results of the campaign showed that leading visitors to the Sunset Dinners page led to a large portion of reservation starts.

Outcomes

PATH to Conversion - Find a Table 

  • 79% of converters saw Display ads 
  • 38% of converters saw Video ads 
  • 10% of converters were exposed to Streaming Audio 
  • 57% of Programmatic Pre-Roll visits converted 
  • Paid Social had a 1.81% CTR 50% higher than industry avg.

OPTIMIZATIONS

Optimizing first-party data for lookalike modeling and partnering with TransUnion created the top-performing programmatic audience, leading to a 2%+ CTR in paid social. 

In future campaigns, we will recommend shifting the budget for streaming audio toward the 'Opportunity' audience to increase ad frequency and reduce the number of ads to 'Loyalists.' 

Recommend setting up custom conversion events in the Meta pixel to bid and optimize social campaigns to maximize reservation conversions. Test 2 - 3 display ad creative versions to optimize to top performers and learn more about preferred creative.

  • Programmatic Display

    71%

    of Conversions

  • OTT Final Impressions

    175

    Clicks

  • Streaming Audio

    98% Completion

  • Paid Social

    1.8%

    CTR

Testimonial

"The people working on our business are really important to us. We knew the team was being honest and transparent and were giving us good insights. We knew that we could work with Vision Media for the long term, and it would be a very amicable, very happy partnership. It came down the people at the table."

Kirsten Elliott, Marketing Director at Anthony's Restaurants

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