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Romano’s Macaroni Grill was in a quandary: Its “official” creative agency had come up dry trying to create a digital campaign to spike sales.
Given that its takeout sales weren’t as
robust as possible, Macaroni Grill was interested in building a base. To this end, I worked on a strategy to segment audiences and place banners in targeted ways.
First, a series of message sets was developed for lunch orders, targeting office assistants and people ordering for corporate lunches. Then, banners were developed for families, creating a substitute for cooking at home while eating at home. The result: a 22% spike in orders.
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