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CAMPAIGNUPP 433
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TABLE
4 OF CONTENTS
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43 RESEARCH
5
6
1
2
3
4
5
6
10 STRATEGY
1
2
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4
5
6
11 CONCEPT
1
2
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4
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12 CREATIVE

concept

creative

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MEDIA PLAN

EVALUATION

evaluation

EXECUTIVE SUMMARY
Pizza Hut challenged us to create a fully integrated advertising
campaign that would increase online ordering by 32 percent in
just six short months. We ended up creating a campaign that will
not only get multitudes of current consumers ages 18 to 24 to
order digitally, but one that establishes a new identity for Pizza
Hut an identity that will shake up the entire quick-service pizza
industry and attract new lifelong, loyal customers.
During our research, we found that 18- to 24-year-olds were the
heaviest pizza consumers and earliest adopters of new
technology,
so it only made sense to make them the focus of our
1
2
3
campaign. We also learned that this demographic:
4
1

1
4

4
23

media

5
2

6
3

Isnt particularly brand loyal and typically orders from

5
6
whichever
pizza place offers the best deal.
Would
prefer
to order online but isnt always confident their
2
3
order has actually been received, so they call in because
5they
6 need the reassurance of a phone conversation.
Is fond of mobile apps, but views food ordering apps as a
waste of space on their smart phone because they dont use
them frequently enough.

From these insights, we created a campaign that satisfies the

deal-seeking nature of the average young pizza lover, while
building a foundation of trust to put online ordering fears at ease.
Our campaign shows 18- to 24-year-olds that Pizza Hut is the one
company that truly cares about getting them the best deal. Every
company claims to care about getting people the best deal, but
Pizza Hut is about to put everything out on the table and risk it all
for the sake of pizza lovers everywhere.

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SITUATIONAL ANALYSIS
BRAND

COMPETITORS

From a cramped kitchen in Wichita, Kansas, to the largest

quick-service pizza company in the world, Pizza Huts always
been a brand concerned with serving up the best customer
experience in the industry.

Competitors like Dominos and Papa Johns have followed Pizza

Huts lead, investing heavily in anything and everything digital.

When you see a red hut off in the distance, you cant help but
think of pizza. Thats because the red roof has become a pizza
industry icon since its inception in 1958, when brothers Frank and
Daniel Carney tossed the first discs of dough that began
a budding franchise.
Fast-forward to today: Pizza Hut is the largest quick-service pizza
company in the world and is at the forefront of digital ordering
innovation. In addition to being the first in the industry to offer a
mobile app, within the last couple years Pizza Hut has partnered
with Microsoft to make online ordering available through Xbox.
Pizza Hut also is currently working with Hulu to become the first
company to provide in-stream purchasing.
Although Pizza Huts done a great job of creating and adopting
new ordering technologies, its brand perception among
millennials is struggling. Young men and women view Pizza Hut
as unhealthy and lower quality than competitors like Papa Johns.

Its not a secret 18- to 24-year-olds love pizza, but they also love
getting a good deal without having to pick up the phone and call
to get it. Pizza-obsessed millennials have spoken, and big
pizza chains have listened. Brands like Little Caesars have honed
in on deal seekers, while companies like Dominos and to a
lesser extent, Papa Johns have sought to secure the top spot
as digital innovators. Both of these companies have successfully
won over millennials with new online ordering tools: Papa Johns
is finding followers with its Papa Rewards Program, and Dominos
is dominating digital ordering with its Pizza Tracker.
INDUSTRY
The U.S. pizza market generated about $39 billion in revenue
last year thats a lot of dough! Bad jokes aside, national chains
only claim 40 percent of the market, which means theres a lot of
room for growth.
After a few years of steady decline, the U.S. pizza industry has
seen a recent uptick in sales. Part of this growth has included a
significant increase in online ordering, although digital ordering
still only accounts for approximately 30 percent of total sales
for the largest four pizza companies in the U.S. Pizza Hut,
Dominos, Little Caesars and Papa Johns. Its clear by looking at
Dominos recent online success that companies that ignore digital
ordering are bound to lose young pizza lovers.

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SWOT ANALYSIS
1

4
1
4
1
4

5
2
5
2
5

6
3
6
3
6

Strong social media following

Successful brand and menu overhaul
5
6
Innovative
digital ordering: Hulu and Xbox
Book It Program that rewards school children
for reaching their reading goals

5
2
5
2
5

WEAKNESSES
1
2
3
4
1
4
1
4

OPPORTUNITIES
1
2
3

STRENGTHS
1
2
3

4
1
1
4
4

5
6
Increase
consumer confidence in digital ordering
2
3
Easier
payment
options such as bill splitting and
2
3
5
6 wallet
digital
5
6 and reward programs
Loyalty
Embrace late night trend

4
1
4
1
4

5
2
5
2
5

3
6
3
6
3
6

THREATS
1
2

6
3
6
3
6

Struggling brand perception with millennials

Closes too early for 18- to 24-year-olds
5
6
Complaints
on social media
Social media lacks meaningful/interactive content

TAKEAWAYS

Improving Pizza Huts

brand perception among
millennials is key to
increasing online ordering,
but to do so Pizza Hut has
to first build trust with this
demographic.

Dominos Pizza Tracker

Papa Johns Reward Program
5
6
Little
Caesars
Hot n Ready pizzas
Competitors stay open later

With the largest social

media following of all
the quick-service pizza
companies, Pizza Hut has
an involved audience and
a huge opportunity to
capitalize on it.

RESEARCH
RESEARCH

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STRATEGY

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concept

creative
creative

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media

evaluation
evaluation

METHODOLOGY
Millennials ages 18 to 24 love
pizza. And we have a pretty good
idea why its cheap, its
shareable, its great the next
morning and its usually pretty
convenient. But none of these
facts address why this group of
young men and women is still
picking up the phone to satisfy
pizza cravings. To figure out why,
we went straight to the source.

TOTAL
TOTAL
18-TO
18 TO24-YEAR-OLD
24-YEAR OLD
MEN
MENAND
ANDWOMEN
WOMEN

RESEARCH OBJECTIVE
To find out why people still order
pizza over the phone, and to
discover what characterizes the
perfect online ordering
experience.

SURVEY
SURVEY
RESPONDENTS
RESPONDENTS

IN-DEPTH
IN-DEPTH
INTERVIEWS
INTERVIEWS

8
27

FOCUS
FOCUS
GROUPS
GROUPS
PARTICIPANTS
PARTICIPANTS

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Findings

1
4

110%

20:00

Millennials have a hard time justifying

downloading an app theyll only use once a week.
The apps on their screens have to be useful and
frequently opened, or they wont make it through
the first round of the fight for storage space.

I take my apps very seriously. Each app holds a

specific role in my phone, and those that arent
worth my time or data space dont last long. Its
hard enough trying to save storage on my phone
between social media, photos and whatever else.
Why would I let a pizza-ordering app take up
precious space when I only use it once a week?
Id rather order online.

According to OnDevice, millennials view storage

space on their smart phones as a valuable
commodity; this makes them extremely selective
when choosing what apps to download.

NEXT

Pizza OClock

Storage Almost Full

You can manage your storage in
Settings.

slide to unlock

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Findings

2
5

2X

Millennials love brands that show they care about

charitable causes and that allow them to be a part
of helping others. Since this demographic doesnt
have a lot of time or disposable income,
companies that make donating easy and fairly
cheap resonate with them the most.

As a college student, I dont have a lot of extra

money to give. But when I do, and Im given the
opportunity to give as little or as much as I choose,
I like to see the difference my money makes. Even
if its just a couple bucks, its nice to know Im
making someones day no matter how small the
contribution.
According the 2014 State of the YAYA report,
corporate social responsibility is huge with
millennials, and 84 percent of millennials prefer to
donate to charities via a website over any other
method of giving.

NEXT

3
6

X
Most millennials will tell you that their night
doesnt really begin until 9 p.m. Fast casual
restaurants that stay open late are favorites
among millennials and are rewarded with a large
slice of this demographics $6.9 million combined
buying power.

Pizzas always good, but theres something really

special about cozying up with a hot slice in the
ungodly hours of the morning. All of my favorite
eateries are there for me after the clock strikes 12.
Whether Im cramming for tomorrows exam or
trying to satisfy a late-night craving, pizza is
always my snack.
According to a study conducted by online food
ordering company GrubHub, millennials are 87
percent more likely to forego dinner and order a
late-night meal.

GOT IT

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Insights

1
4

FINDING THE BEST DEAL SHOULDNT BE

A GAME OF HIDE-AND-SEEK.

I definitely have a favorite pizza place. But pizza is

expensive actually food in general is expensive!
When it comes to ordering my favorite brand of pizza
or getting the best deal, Im choosing the one that
keeps me and my wallet full. The only downside to
cheaper pizza is that it usually takes at least 30
minutes of me and my friends looking through junk
mail and Googling pizza to find a decent coupon.
Why isnt there a list of all the best current deals?
Theres sites that do that for flights and Netflix.

*Limited one time per customer per day.

EXP 6/48/8888

2
5

ORDER CONFIRMATION EMAILS

ARE AUTOMATED, NOT ASSURING.

Talking on the phone is a waste of time. Id rather

text or send a Snapchat before I call anyone other
than my mom. But I cant text my order to Pizza Hut,
and were not friends on Snapchat. Id love to pull
up a tab and order a pizza in between episodes of
Netflix, but Im worried my order will get lost in the
process. I call in my extra large pepperoni because
I have to waiting up all night and not knowing if
the pizza guy will ever knock on my door is slowly
tearing me apart.

*Limited one time per customer per day.

EXP 6/48/8888

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TARGET PROFILE
1

4
1
4
1
4
1
4

5
2
5
2
5
2
5

6
3
6
3
6
3
6

AUTHENTIC
DEAL
SEEKERS
1
2
3

18- to 24-year-old men and women

Order pizza at least once a week
Seek trustworthy brands
5
6
Not
particularly
brand loyal to any one pizza company
Most concerned with getting the best deal

MEDIA
1 HABITS
2
3

4
1
4
4
1
4

5
2
5

6
3
6

Twitter and Snapchat are favorite social media platforms

5
6
Prefer
to text or Facebook message instead of call
2
3
Watch YouTube more than any cable network, Hulu or
5
6
Facebook
video
Not overly trusting of online ordering

MEET OUR AUTHENTIC DEAL SEEKER, CRAIG

Craig doesnt realize his shoe is untied. Hes got a term paper
due, his internship in the morning, and that cup of coffee he just
drank its already wearing off. But hes not stressed; hes been
here a million times before and knows the job will get done one
way or another. Hes not a procrastinator; hes a multitasker who
can squeeze more out of the last minute than anyone he knows.
Craig likes to take on each task without abandoning his interests.
Hes super busy, but he still loves staying connected because
he wants to feel a part of something bigger. Craigs most relaxed
with eight tabs open on his Chrome browser, one depicting each
side of his personality. From an outsiders perspective, his life is
hectic. But to him, its a seamless flow of work and play.

AUTHENTIC DEAL SEEKERS LIVES ARE WELL...BUSY.

Craigs paper is due at midnight, but its only 7:30 p.m. plenty of
time. He flips open his laptop and starts his sojourn by opening a
Word document while simultaneously checking Twitter, where the
new casting rumors for True Detective were just posted. Eager to
dive in to the discussion, he hits up Reddit to see what the
geekosphere thinks. Never one to nerd out in silence, Craig
tabs over to his SoundCloud account where he goes from a Nas
playlist into discovering an underground DJ that makes laid back
beats (ideal for studying). Needing to validate his new discovery,
he posts the link to his friends Facebook Group Chat.
Remembering his paper, the new playlist reinforcements couldnt
have come soon enough its 9:30. But as he stares down his
half-finished music appreciation paper, his stomach growls.
He fumbles through a stack of wrinkled coupons crammed at
the bottom of his desk. Saving a buck is paramount because last
weekends shenanigans got a little out of hand, and his checking
account is grumbling in unison with his stomach.
An hour later the internal get-back-to-work clock in Craigs head
chimes, except those quiet tummy rumbles from skipping dinner
have progressed into a deafening roar. Its almost midnight, and
all he wants is to put a couple slices in his stomach so he can get
his work done and get to bed. Abandoning the lengthy search for
the best deal, Craig just orders the usual. Now hes tired, hungry
and just spent half his Friday night funds on mediocre pizza. Craig
sighs. Its hard to build a savings account when savings are
hard to find.

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STRATEGY

Ordering pizza by the phone had a great run but is rooted in

tradition, not convenience. Consumers have clung to it because
they have a difficult time believing that their online order has
gone through successfully and didnt take a wrong turn on the
information highway. This lack of confidence has hampered
growth of digital ordering.Because digital ordering is the key for
taking Pizza Hut to the next level, its time to take drastic action.
This campaign wont just influence consumers to try digital
ordering it will make them wonder how they ever got along
without it. To create lasting change, however, you have to shake
the foundation.

Were putting everything out on the table and

providing authentic deal seekers with a digital
ordering experience that finally gives them the
power to actually get the best deal possible,
courtesy of Pizza Hut. Our bold strategy
demonstrates to the target that Pizza Hut
understands that the best deal is more than just
a monetary value. For authentic deal seekers,
theres real value in doing business with a brand
that genuinely cares about
their best interests.

Clearly, digital ordering is the key for taking Pizza Hut to the
next level, but the lack of consumer confidence in a digital order
delivering accuracy has hampered its growth. This campaign
wont just influence consumers to try digital ordering it will
make them wonder how they ever got along without it. To create
lasting change, however, you have to shake the foundation.
Our campaign goes far beyond simple promotions and empty
promises. It connects with authentic deal seekers on a deeper
level. Weve developed a campaign based not on an idea, but a
virtue a quality we all look for in others and desperately want
for ourselves. Weve created a campaign rooted in trust.

10

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BIG IDEA
Promotions are a form of flirtation.
Theyre fleeting, impersonal and
at the end of the day, they dont
amount to much. Brand loyalty
doesnt come from a crumpled up
coupon. It comes from trust. Trust
that even in a profit-driven world,
a company has peoples best
interest at heart.
In this industry, every company
stands on its rooftop and shouts
that it has the best deal. So when
every company is trying to
convince consumers that its the
best choice, who can they trust?
We understand trust cant be
earned without taking action; thats
why weve created a campaign
where the biggest pizza company
in the world makes its No. 1
mission to get people the best
deal, no matter what.

Consumers have had pizza

delivered to them for years;
now its about time a pizza
companystarted delivering
on its promises.
Its time to start...

MAKING
GOOD

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microsite
INTRODUCING PIZZA HUB
Pizza Hub is a microsite
powered by Pizza Hut that
provides authentic deal
seekers with a side-by-side
comparison of the promotions
and special offers from all
major national and regional
quick-service pizza companies
its similar to deal
aggregator sites in the hotel
industry like trivago.com and
KAYAK. Pizza Hub users also
have the ability to search for
promotions by number of toppings or size as well as view
deals that are currently trending in the pizza-verse.

PIZZA HUB
PIZZA HUB
HTTP://WWW.PIZZAHUB.COM
HTTP://WWW.PIZZAHUB.COM

PIZZA HUB

The local pizza deal nder

LOGIN SIGNUP

Hot

Mild
Fill your
stomach without
Boneless
emptying your wallet.

Join Pizza Hub to nd your best local pizza deals.

LOGIN

SIGN UP
PIZZA HUB

LOGIN SIGNUP

The local pizza deal nder

Fill your stomach without

emptying your wallet.
Join Pizza Hub to nd your best local pizza deals.

PIZZA HUB
PIZZA HUB

LOGIN

LOGIN
SIGNUP
LOGIN
SIGNUP

The local pizza deal nder

The local pizza deal nder

SIGN UP

Fill your stomach without

Fill your stomach Hotwithout
emptying your wallet.
emptying your Hot
wallet.
Boneless
Join Pizza Hub to nd your best local
pizza deals.
Boneless
Join Pizza Hub to nd your best local
pizza deals.

LOGIN
LOGIN

SIGN UP
SIGN UP

12

RESEARCH

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microsite

CREATE ACCOUNT
1

Pizza Hub by itself is a

revolutionary tool for consumers
to use, but we understand that
listing all of Pizza Huts deals
side-by-side with competitors
could feel risky for a brand thats
increasingly focusing on quality
and not low price. In creating the
details of the microsite, we made
sure we werent giving Pizza
Huts business away. If users click
on competitor deals, theyll be
given a short deal description but
will have to visit the competitors
site to redeem the offer. Pizza
Hut promotions, however, will
be linked directly to the ordering
form for fast, convenient
ordering.

Even when Pizza Hut isnt the

lowest price, it can always be
the best deal, thanks to Pizza
Wallet. Customers who choose
Pizza Hut over a lower-priced
competitor deal will have the
price difference awarded to
their Pizza Wallet in the form of
points. Akin to Walmart Savings
Catcher, Pizza Wallet is
essentially a reward program;
however, its the first pizza
reward program that enables
authentic deal seekers to choose
who they want to reward.
Millennials crave independence.
Thats why Pizza Wallet allows
them to choose to share their
reward points with friends,
donate them to a worthy cause
like the Book It! Program
or personally redeem them for
more Pizza Hut products.

Pizza Hub will build trust with authentic deal seekers by aggregating pizza
deals for easy cost comparison. When Pizza Hut cant offer the best price,
it can offer something better through the Pizza Wallet feature of the site.

13

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microsite

Pizza Hub and Pizza Wallet

work together to ensure that
authentic deal seekers get the
best deal possible, while also
allowing them to make a
difference when they choose to
donate through Pizza Wallet.
Ultimately, Pizza Hub offers the
chance to do more than sell
pizzas digitally. Its a chance to
ally Pizza Hut with the customers
who have made it a global force.
Through this microsite, Pizza Hut
will become synonymous with
consumer power. Because at its
core, Pizza Hub isnt a promotion
its a fulfillment of a promise
and the crux of our campaign.
Its the tangible proof that the
Making Good campaign is able
to deliver on its lofty goals.

PIZZA HUB

The local pizza deal nder

LOGIN SIGNUP

MANAGE MY PIZZA WALLET

PIZZA HUB

The local pizza deal nder

LOGIN

SIGNUP

DONATE TO BOOK IT!

GIVE TO A FRIEND
PUT IN MY PIZZA WALLET

CONFIRM ORDER

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creative

TACTIC 1: LAUNCH of pizza hub

media

evaluation

MINI EXPERIENTIAL EVENTS

We know hype isnt built over
night. Thats why weve created
a multistep reveal to build buzz
around Pizza Hub, while also
helping authentic deal
seekers become familiar with
Pizza Huts newfound mission.
In the weeks leading up to
the launch of the microsite,
Pizza Hut will begin tweeting
out promises to pizza lovers
in select franchisee markets.
These promises will be pledges
to remedy common maladies in
these cities to prove that Pizza
Hut is committed to not
only follow through on
customer satisfaction, but also
to the common good as well.
1. Hut bus stops will help keep pizza
lovers dry in Seattle.
2. Red-roof branded umbrellas will
ensure that Pizza Hut makes good
on their promise.
3. Keeping Atlanta cool? Pizza Huts
got that covered too.

Using the franchise market of

Seattle as an example, here is
how this tactic comes to life:
On a rainy day, Pizza Hut will
tweet out, Hey Seattle! Find us
at a Hut today and we promise
to keep you dry. Well convert
bus stops and awnings into
red huts and hand out branded
umbrellas near iconic locations,
such as the Space Needle or
the Seattle Great Wheel. Pizza
Hut will make good on similar
location-based promises in our
other selected franchise markets of Atlanta, Chicago, Dallas,
Denver and New York City. We
picked these cities because
they have multiple college
campuses and high-traffic
downtown areas that will help
generate buzz around the
launch of Pizza Hub; however,
any franchise market could
repeat these engaging events
in their area.

PIZZAHUB.COM

ub.co m
pizzah

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TACTIC 1: LAUNCH of pizza hub

MINI EXPERIENTIAL EVENTS

Well film these events and create a promotional video depicting
Pizza Hut as an ally to consumers, which will serve as a trailer for
the microsites big reveal. Near the end of the trailer, Pizza Hut will
reveal its final promise: We promise to get you the best deal on
your pizza, no matter what. The video will close with this art card:
The addresses on the art card will be the locations of the final
launch event, and will pique peoples interest. This trailer will be
featured on Pizza Huts YouTube channel as well as run as pre-roll
advertising on Hulu. Guerrilla advertisements placed around the
selected franchise markets during the final week leading up to
the launch also will attract attention to the date and location of the
campaign kick-off event.

MAKING
GOOD

PIZZA HUB
7.12.15
New York
San Francisco
Seattle

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TACTIC 1: FINAL Launch EVENT

MUTUAL CRUST BANK

The best way to capitalize on all
the excitement buzzing around the
campaign and Pizza Hub is to have
consumers physically interact with
the microsite. Having that in mind,
the launch will culminate in a fully
interactive pop-up shop:
the Mutual Crust Bank.
Mutual Crust Banks will pop up
overnight in high traffic areas in our
selected franchise markets. The
outside of the bank will be
reminiscent of traditional banks,
but subtle visual cues will inform
any passersby that this isnt your
average bank.

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RESEARCH

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TACTIC 1: FINAL LAUNCH EVENT

creative

media

evaluation

EXTERIOR WALL

SEATING BAR AREA

The Bank will serve as a physical

representation of one of the most
customer-friendly benefits of the
microsite, the Pizza Wallet. At
teller stations, representatives will
be available to help attendees
create their Pizza Hub accounts.
After creating an account, they
will find their Pizza Wallet stuffed
with a complimentary $20 in
credit, which they can elect
to keep for themselves, send
to a friend or donate to the
Book It! Program.

Pizza Hut will tap into its huge

social media following to garner
more impressions both locally and
nationally. A hashtag will be
promoted at the event to
encourage attendees to share
their experiences on Twitter,
Facebook and Instagram.
Additionally, Pizza Hut will
implement a branded Snapchat
story to showcase the event in
a more personal and engaging
manner. A geofilter on Snapchat
also will be used to attract more
people in the areas surrounding
the Mutual Crust Banks.

ATTENDEES

HELP
DESK

TELLER
STATION

REPRESENTATIVES
ENTRANCE

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RESEARCH

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TACTIC 2: MAKING GOOD ON

PROMISES TO FRIENDS
To get in the spirit of Making
Good, Pizza Hut is offering
authentic deal seekers the
chance to repair broken
promises to friends. Taking it to
the Twittersphere, Pizza Hut will
invite users to share humorous
moments where they dropped
the ball with their friends. It can
be as simple as forgetting to
take out the trash or as wild as
not taking that post-grad
safari trip.
Pizza Hut then will select the
best tweets to help the
authentic deal seeker to
re-extend the hand of
friendship in the form of a
complimentary pizza. While
participants cant go back in
time to rectify all of their broken
promises, there arent many
things a free pizza cant fix.

The strategic strength of this

tactic is that it will drive
participants to the microsite,
as the free pizza comes in the
form of credits to your Pizza
Wallet. Anyone can tweet and
take part in the fun, but only
those authentic deal seekers
who have a Pizza Hub account
will be eligible to be helped to
make good on a promise to a
friend. Winners will be selected
weekly to further encourage
participation.
United under the
#MakingGood, this tactic has
huge potential to drive interest
in the microsite by living on
other social media outlets, such
as Facebook or Instagram.

ASHTON
ASHTON MILLER
MILLER
FOLLOWING
FOLLOWING
@ashtonmiller
@ashtonmiller
ASHTON MILLER
FOLLOWING
@ashtonmiller
Yesterday
Yesterday II forgot
forgot my
my bros
bros birthday.
birthday. Today
Today II got
got him
him
@pizzahut
#makinggood
Yesterday stued
I forgotcrust.
my bros
birthday. Today I got him
@pizzahut
stued
crust.
#makinggood
@pizzahut stued crust. #makinggood

PHOTO
coolgirl8

MIRANDA
MIRANDA LENSING
LENSING
FOLLOWING
FOLLOWING
@mirandalensing
@mirandalensing
MIRANDA LENSING
FOLLOWING
@mirandalensing
#makinggood
means
nally
paying
your
friend
#makinggood means nally paying your friend
back
for
that
latte
she
bought
you
three
weeks
#makinggood
means
nally
paying
your
friend
back for that latte she bought you three weeks
ago...
my
bb @sarahbby
back for
latte she bought you three weeks
ago...
mythat
@sarahbby
ago... my b @sarahbby

EMILY
EMILY MILTON
MILTON
FOLLOWING
FOLLOWING
@emilymilton
@emilymilton
EMILY MILTON
FOLLOWING
@emilymilton
Drowning
Drowning outt
outt probs
probs in
in @pizzahut
@pizzahut after
after showing
showing
up
in
party
Drowning
outtdress
probsto
after showing
up
in the
the same
same
dress
toinaa@pizzahut
party #makinggood
#makinggood
up in the same dress to a party #makinggood

4,286 likes
coolgirl8 Another day, another promise kept.
Glad we could help you #makinggood,
@sambaker. #sistersreunited
view all 108 comments

Near the end of the

#MakingGood campaign, well
compile the most memorable
tweets and create a
promotional video that ties a
ribbon on this tactic and
introduces them to the next
step of Making Good.

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TACTIC 3: MAKING GOOD ON

PROMISES TO YOURself

Now that authentic deal seekers

have made good on promises to
their friends, Pizza Hut wants to
help them make good on
promises to themselves. Pizza
Hut will invite its millions of social
media followers to share
promises theyve made to
themselves by using the
#LetsMakeThisGood. Those
promises could be as zany as
skydiving or as personal as
visiting an estranged sibling.
Whatever the promise, Pizza Hut
will help them become reality for
many of its pizza fans.
Pizza Hut will surprise people
whose promises are especially
relatable. It will share their posts
on its social media pages and
get in contact with them to cover
the logistics needed to make
their self-promise happen.
Were committed to making
good, and we want to spread
that assurance.

These moments will be filmed and

turned into a mini web series for
Pizza Huts YouTube channel. We
will promote this series via social
media channels and pre-roll on
Hulu as well as featuring it on the
Pizza Hubs order confirmation
page. This tactic will help further
Pizza Huts brand equity by
illustrating that its the only pizza
company that is more than
prepared to go the extra mile for
its customers. Additionally, it will
help align the passions of our
consumers with the foundational
values of Pizza Hut.

MAKING
GOOD

PIZZA HUB
7.12.15
New York
San Francisco
Seattle
0:05 / 0:30

0:05 / 0:30

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TACTIC 4: Making Good on

Promises With Help From
Everyone In America
Weve helped you make good on promises to your friends.
Weve helped you make good on promises to yourself.
Now lets work together to make good on promises to America.
To best capitalize on the momentum and goodwill created through
the Making Good campaign, Pizza Hut will take its message onto
the biggest stage of them all: The Presidential Election.
At the end of 2015, the election will dominate media coverage,
including social media news feeds. It will be a topic nearly
impossible to avoid. Yet like many Americans, authentic deal
seekers are cynical about the political process, particularly that
anyone is being completely truthful or will actually follow through
on their platforms.
With the election as its backdrop, Pizza Hut has the perfect and
timely opportunity to extend its Making Good campaign. How do
we do that? Enter the one political party that will actually make
good on its campaign promises: the Pizza Party. The platform?
Get Americans the best deal on their pizza, no matter what.
In its faux political campaign, the Pizza Party will rally authentic deal
seekers to unite behind the effort to find the right voice to
represent them. In traditional American fashion, the Pizza
Party candidate will be elected by the people. However, instead
of duking it out at all the usual campaign stops, the battle for the
Pizza Party candidacy will take place on the microsite, the key tool
Pizza Hut has provided for finding the best deal for pizza and
now for politics.

21

RESEARCH

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TACTIC 4: Making Good on

Promises With Help From
Everyone In America
To promote the Pizza Party primary, Pizza Hut will link every social
media post regarding the candidates back to Pizza Hub. Users will
have to place an order with Pizza Hut to be able to place their vote
for their favorite Pizza Party candidate. After initially voting,
authentic deal seekers can check the microsite to see which
candidate is in the lead as well as order place another order to vote
again. Hosting the Pizza Party primary on the microsite will drive
online ordering because consumers will have a vested interest in
their favorite candidates success.
Ideally, the candidates will be people prominent in popular culture
who are funny and relatable, but arent afraid to set things straight.
For instance, Jason Alexander, best known for playing George
Costanza in Seinfeld, has the personality and reputation to
confidently lead the Pizza Party and further drive the Making Good
campaigns message straight to the American public. In addition
to providing a timely hook, this tactic is a culmination of the entire
campaign and a break for Americans who find themselves
over-served on political debate.
This tactic has the potential to grow into its own fully integrated
campaign for the 2016 election year. Along with the social media
conversation, deliverables such as party rallies, campaign buttons,
and yard signs will push the Pizza Party into the homes of authentic
deal seekers. These deliverables also serve as timely, fun
reminders of the Making Good campaigns central message:
Pizza Huts truly committed to making good on its promise to get
people the best deal, no matter what.

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MEDIA SCHEDULE

JUL.

LAUNCH

MICROSITE

AUG.
FIRST
SOCIAL
TACTIC

SEPT.

OCT.
SECOND
SOCIAL
TACTIC

NOV.

DEC.

BUDGET

IMPRESSIONS

PIZZA PARTY
TACTIC
$350,000

Snapchat

$750,000

4,500,000

Promoted Tweets

$3,600,000

9,000,000

Facebook Link Ads

$2,400,000

18,000,000

$310,000

62,000,000

Hulu Pre-roll
Production

$400,000

16,000,000

$650,000

OUT-OF-HOME

$150,000

1,200,000

POP-UP SHOPS

$432,000

3,000,000

$10,000

SOCIAL MEDIA

DIGITAL ADVERTISING
Youtube Pre-roll

EXPERIENCE EXPENSES

TOTAL BUDGET

$8,189,500

TOTAL IMPRESSIONS

111,700,000

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MEDIA RATIONALE
SOCIAL

DIGITAL

EXPERIENTIAL

NON-TRADITIONAL MEDIA PLAN

Promoted Tweets: Since two of the

Making Good campaigns major tactics are social media-based and Pizza
Hubs success ultimately relies on word
of mouth, Pizza Hut needs to pump a
sizeable amount of money into the social
media platform that was designed for
the rapid dissemination of information:
Twitter.

Microsite: Pizza Hub is the

cornerstone of the Making Good
campaign and is the major driver of
online ordering. This microsite will
help make Pizza Hut No. 1 in digital
ordering.

Out-of-home: These out-of-home

advertisements and deliverables give
people tangible proof that Pizza Hut
is really committed to making good
on their promises, and the Pizza Hub
branded experiences and take-home
merchandise will increase traffic to the
microsite.

Total Spending: $3,600,000

Total Impressions: 9,000,000

YouTube Pre-roll: Millennials watch

YouTube more than any cable network
or online streaming service, so
introducing Pizza Hub and promoting
the Making Good campaign via
YouTube Pre-roll ads will allow Pizza
Hut to reach a large portion of
authentic deal seekers.

For the Making Good campaign we

chose to forego advertising through
traditional media channels, and
instead opted for a fully digital and
social media reliant media strategy.
We wanted to communicate with
authentic deal seekers through
the channels that theyre the most
comfortable with and use the most
frequently. We are also trying to drive
traffic to an online ordering site,
so it makes the most sense to target
authentic deal seekers that are
already online. Advertising
effectiveness via traditional media is
also suffering because users can
simply fast forward through
commercials on TV. According to
a 2015 Hub study, 61 percent of
millennials watch TV via time shifting
devices with over half of time
shifters skipping or avoiding
commercial messaging.

Sponsored Facebook Posts: Pizza Hut

has over 22 million
Facebook followers, so utilizing sponsored Facebook posts will allow Pizza
Hut to promote Pizza Hub on a social
media platform where theyre already
trusted ultimately driving online sales.
Total Spending: $2,400,000
Total Impressions: 18,000,000
Snapchat: Snapchat is a favorite among
authentic deal seekers; so implementing
a branded Snapchat story on the
opening day of the Mutual Crust Bank
pop-up shop will ensure that a huge
amount of buzz is built around the event
and Pizza Hub itself.
Total Spending: $750,000
Total Impressions: 4,500,000

Total Spending: $350,000

Total Impressions: 0

Total Spending: $310,000

Total Impressions: 62,000,000
Hulu Pre-roll: Hulu pre-roll advertising
enables Pizza Hut to reach and
communicate with authentic deal
seekers on a site that they trust, which
perfectly corresponds to one of the
core themes of the Making Good
campaign: trustworthiness.
Total Spending: $400,000
Total Impressions: 16,000,000
Digital Production
Total Spending: $650,000
Total Impressions: 0

Total Spending: $150,000

Total Impressions: 1,200,000
Pop-up Shops: These novelty pop-up
shops allow authentic deal seekers to
interact with one of the most attractive
aspects of the microsite the Pizza
Wallet and will build a huge amount
of buzz around Pizza Hub prior to its
official, nationwide aunch.
Total Spending: $432,000
Total Impressions: 3,000,000
Flight/Experience Expenses: Helping
authentic deal seekers make good on
promises to themselves whether its
going skydiving or finally travelling to
see a long lost relative is integral
to our second social campaign, and
also shows people that Pizza Hut is
truly committed to making good on
promises.

TOTAL COST: $8,189,500

TOTAL CAMPAIGN
IMPRESSIONS: 111,700,000

Total Spending: $10,000

Total Impressions: 0
4

24
14

RESEARCH

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evaluation

campaign evaluation
1

4
1

5
2

6
3

We were challenged to create a campaign that would:

4
1
4

Position Pizza Hut as the top

5
6
choice
2
3 for ordering pizza digitally
Create the best digital ordering
5
6
experience
in the category
Increase digital ordering by
32 percent by the end of 2015

The Making Good campaign accomplishes all of these things by

the way of Pizza Hub. Not only will authentic deal seekers flock to
the microsite because nothing like it has ever been implemented
in the quick-service pizza industry before, but also because its the
easiest way to get the best deal on their pizza. The overall
effectiveness of our campaign can easily be determined by the
number of orders placed through the Pizza Hub.
To ensure that the Making Good campaign and Pizza Hub would
be successful in increasing online ordering by 32%, we developed
extremely focused tactics that are designed to drive massive
amounts of traffic to the microsite. Our launch events will create
buzz around the Pizza Hub, and will be measured by the number
of people that initially sign up for an account at our Mutual Crust
Bank pop-up shops.

Our two social media based campaign tactics will increase

overall awareness of the Making Good campaign and usher
people directly to the microsite. The effectiveness of our social
tactics can easily be measured by tracking the hashtags,
#MakingGood and #LetsMakeThisGood.
Finally, the Pizza Party will significantly impact the percentage of
online orders placed since you have to go to the microsite and
place an order with Pizza Hut to vote or your favorite candidate.
The efficacy of the is tactic will be measured by the total number
of votes Pizza Party candidates receive, which directly
corresponds with the number of Pizza Hut orders placed.
CONCEPT TESTING
We tested two important concepts in our campaign:
1. Men and women ages 18- to 24 are excited at the prospect
of having all of the deals from major national and regional
quick-service pizza companies aggregated on one site, and
would be more likely to consider ordering Pizza Hut for
providing this service.
2. Men and women ages 18- to 24 are more likely to use a
microsite with responsive web design to order online than
an app because it takes up less space on their phone.

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SOURCES
Mintel: Pizza Restaurants: U.S. November 2014 - Trend Application
Mintel: Pizza Restaurants: U.S. November 2014 - Marketing Strategies
Mintel: Marketing to Millennials: U.S. February 2014
IceCream/Ondevice Research Study: December 2014
GrubHub: Eating and Ordering Habits of College Campuses: 2013
State of the YAYA, University of Missouri MOJO Ad

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MAKING
GOOD