When Pizza Hut first approached Wired to pitch on the Search account back in 2017, the team jumped at the opportunity to work on the iconic Aussie brand. When we won the work, implemented our tried and tested Search Marketing strategies, and quickly achieve unprecedented results for Pizza Hut. It wasn’t long before Pizza Hut approached us again to take over their full-service digital approach in 2019. The business goal was to increase e-commerce and drive a non-peak and peak strategy, multichannel.
Firstly, we audited all digital channels, looking for missed opportunities, areas for improvements, and how we could achieve quick wins for the brand commercially. Each team collaborated on insights they discovered, which fed into an overarching strategy for the brand. We then workshopped our 2019 strategy, with a strong focus on how we could maximise sales in peak times, alongside how to encourage purchasers in the quieter, off peak times.
A strategic solution, with bespoke content created specifically for each channel, grabbed attention, encouraged interaction and ultimately drove sales. Our solution spoke to the off-peak customer, with strong deals and granular targeting. This drove mass sales at traditionally quieter days of the week for the brand. Initiatives like $1 Wing Wednesday and 2For1 Tuesday turned some of the slowest days of the weeks, into some of the most profitable ones. Our peak strategy utilised turbo charged deals, that were competitive in price and value and also fun and quirky in creative nature. These deals would be limited time offer specials, and every weekend there would be a new deal available, creating demand and a sense of urgency. Our community management team were on call during business hours and also after hours, to interact with customers, handling any queries/disgruntled customers and also tap into the conversion and spread brand love. With the communication strategy for 2019, being ‘share good times’ our team definitely maximised this ethos in every avenue of our digital marketing endeavours.