CASE STUDY

The goal:

モバイルにしかない機能と、「ジャストインタイム」のアクセスを利用し、現地のダンキンドーナツ店舗へのターゲット消費者の来店を増加させる。

Results.

Case Study / Dunkin' Donuts

Dunkin’ Donuts experienced click-through rates that where 6 x’s industry rates – with a strong secondary action rate of 35% (actions that happen post the initial ad click).Secondary actions driven included the campaign goal of access to Maps & Driving directions (72%), as well as Click-to-Call (27%), and access to “More Information” – which included hours of operation, etc.

Alongside its outstanding performance, this test campaign also provided valuable insights into the mobile preferences and behaviors of Dunkin’ Donuts customers – information that will continue to shape their evolving mobile strategy and ongoing partnership with GroundTruth.

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