Leisure experience brand, TGI Fridays™ – with more than 930 restaurants across 60 countries (excluding USA) – first launched in Nicosia City Centre, Cyprus in 1996. Today, there are 7 casual dining outlets – two in Nicosia, (City Centre & The Mall of Cyprus), three in Limassol (Enaerios, MyMall & Limassol Marina), one in Larnaca (Finikoudes) and one in Paphos (Kings Avenue Mall).
The Search Marketing Shop has been creating specific audience targeted ads for TGI Fridays for more than three years. Each month the digital marketing team are tasked with a different ad message, audience goals and target numbers.
Campaign Tools Used
Our bespoke approach each time involves creating a multichannel digital advertising strategy comprising search, video, display and a universal app campaign.
Highlight Campaign: TGI Menu Dishes with Jack Daniels Sauce
Used to create action based goals and smart remarketing lists.
Co-opted to target tourists and locals.
Quickly and easily implemented using Google partner level account managers fluent in both languages.
Enabled Google users searching for nearby restaurants to find local TGI Fridays at the top of their results list.
How we measured the response
Goal conversions were measured by the exact number of users who:
- Immediately visited the TGI Friday’s “Find Us” store.
- Downloaded the menu.
- Contacted TGI Fridays by telephone or message.
TGI Fridays were able to instantly see, clearly evaluate and understand the effectiveness of the campaign. Each goal conversion was measured at every stage of customer engagement.
The Jack Daniels campaign was hailed by TGI Fridays as a huge success across all seven Cyprus restaurants.
- 5 million total number of impressions generated
- 14,677 – total number of people who completed one preferred next step indicating “interest”
- 47 per cent CTR – clicks on Display ads
- 12 per cent of users who clicked completed one of the campaign goals
Thanks to our PPC campaign, it seemed the entire island was lit up in a Jack Daniels frenzy as they instantly jumped onto the TGI Fridays site.