The Opportunity
Due to the economic climate, the City Cave network has seen a YoY decline in centre occupancy across the network. Previously, the brand had a performance media-only approach using paid search and social, specifically in their centre local territories. The goal was to build additional reach and frequency and use a brand-focused creative to drive unique audience traffic and awareness of services.
The Approach
We needed to build on our existing strategy and reach new audiences without an increase in media budget. TFM proposed using Programmatic channels of Display & Video to maintain efficient reach but also overlay a deeper level of targeting. Performance channels were still maintained to ensure bottom-line figures were upheld throughout this new media plan.
The
Result
Average CPA decreased by 38% (1st of June – 25th of July compared to the previous period, Meta & Google only campaigns.)
Average CPA decrease of 16% (14th of July – 25th of July compared to the previous period, Meta & Google only campaigns.)
This resulted in our Franchisees achieving additional bookings with no additional media investment.
