Hungry Horse: More Merry for Your Money

The Challenge

To help drive business throughout Christmas for Hungry Horse – a key trading period for the brand.

More specifically, we were tasked with devising and delivering a campaign which would encourage repeat visits, attract a new audience and reengage with lapsed guests. Whatever activity we proposed also had to build on the “More For Your Money” messaging, which the brand had launched in summer 2018.

 

The Idea

We commissioned a benchmarking report from Facebook which showed how the key competition was spending its money on the platform, and where the opportunities lay for Horse.

On the back on the findings, we devised a video-first campaign which was both relatable to the audience (presenting them with creatives they were shown to engage with), and that was compelling enough to stand out on cluttered newsfeeds – using a broad mix of advertising formats, most not widely used by the competition.

Under the banner theme of “More Merry For Your Money”, we ensured every element of the campaign was timed to land at key booking times, informed by insights from previous years.

 

 

The Results

  • Briefed to secure 576,700 impressions across social, we delivered 1,523,938 – 164% above target
  • Challenged to reach 123 people for every £1 spent on media, we hit 131 – 7% above the KPI
  • Asked to deliver 18,000 clicks to site, 10,000 of which needed to be unique, we achieved 25,017, nearly 15,000 of them unique – 48% above target
  • As a direct result of all of the above, Christmas bookings at Hungry Horse came in at 150% above target

 

The Awards

  • CIPR Midlands PRide Awards
    • Gold Best Use of Digital
    • Gold Best Use of Social Media