Challenge
Our client needed to run a seafood promotion for the 2023 Lenten season to increase their dine-in sales. Due to a lack of allocated resources for developing a promotion from the ground up, our challenge was to maximize existing assets to create dynamic rich media (DRM) ads.
Insight
We seamlessly integrated dynamic overlays to capture audience attention and engage the user without disrupting the viewer experience. These overlays, along with interactive CTA elements like “Get Directions” and “Order Now” allowed the campaign to push past impression metrics and garner additional measurements like onsite engagement time, foot traffic reports, and other metrics that mattered to the client.
Strategy
The Media Strategy addressed several stages of the marketing funnel, with OTT producing brand awareness, with support from pre-roll and display ads. For mid-level engagement with people searching for seafood menus, Meta ads were incorporated. All tactics were rolled out simultaneously across all geographic locations. To elevate the creative assets, Morgan & Co. drew from the clients existing static images to create DMR video content.
