Background
Working with local Austin agency, GSD&M, we were tasked with constructing a year long national media plan for Pizza Hut. In an effort to achieve at least a 2% sales lift nationwide, foster relevant cultural connections with younger audiences, and harken back to the nostalgia of Pizza Hut stores, we constructed a plan for Pizza Hut to launch a year-long national campaign on January 1st, 2020, fueled by $200,000,000.
Project Duration: 5 Weeks
Testimonials
"The research and layout of it really lead me down a solid logic path which is key to such a complex plan."
"Smart choices and great deep dives. Your geographic decisions were also very clearly laid out. Nice! I love the way you chose to break the year down into fiscal quarters. Simple and straight forward."
"Page 20 [target stragegy] is magic as is the layout of the rest of your outreach plan. The incorporation of each target segment and SPECIFIC delivery and KPI goals is spot on. Great thinking. Smart choices. Solid approaches. Well done!!"
Research
We began by conducting research on the brand, competitors, and audience.
Comms Platform & Audience
We positioned Pizza Hut as a silver lining and a breath of relief for customers, making them feel like a winner regardless of the kind of day they have had. Our audience consisted of four segments - Overworked Moms, Young Hispanics, Video Gamers, and Sports Enthusiests.
Audience Personas
For each audience segment, we deep dived into their lifestyle, values, purchasing behaviors, and where to reach them. See an example of this for Sports Enthusiests, or 360 Fans, below.
Strategy - Geographic Breakdown
Specific DMAs were selected for each segment in order to maximize reach.
Strategy - Targets & Timeline
Outlined below are the channels used to target each segment and the quarterly overview.
Media Breakdown
Media activation details were broken down by channel and audience segment. Below are some of the activations (see full deck).
Budget & Measurement
Budget of $200,000,000 was broken down by channel and audience segment.
Timeline
With a net budget of $200,000,000, this campaign ran from January 1, 2020 through December 31, 2020.
Lucid Media, 2019, Presentation at GSD&M
