Having stores across Africa is no easy task, especially when you need people to find the stores. This is where we helped Hungry Lion reach 1 million people in each store they have across Africa.
We have stores in Angola, Botswana, Namibia, South Africa, Zambia, and Eswatini, and we plan to add more. Working with TapTap, we were able to deliver qualified digital traffic and physical footfall into stores across the continent. And there is a 400th store coming soon to Africa.
Area-Marketing is a powerful tool when you have a large footprint. By targeting market stores as well as where your key competitors are, we were able to make a sizeable improvement in their footfall. The strategy included population-dense areas around transport, shopping centres, and educational hubs.
The audience
We targeted fast food customers based on age, gender, income levels, and historical visitors. Their interests included food, fast food, entertainment, and lifestyle.
Channel Choice
We utilised mobile display with a variety of call to actions. Tap2Web was essential to drive digital traffic when the stores were closed. Keeping brand awareness top of mind at all times. Tap2WhatsApp was used to share the special offers and Tap2Map helped us drive store footfall.
This approach was only activated when the audience was within the agreed geofence of the specific branch. Retargeting is successfully used to drive traffic to stores.
This approach successfully used multi-messages, across countries and via a variety of channels. A brave move by Hungry Lion and Jacqui Boyd for taking on such an intense campaign and trusting AMA Digital to execute it successfully.
For more information on area-based marketing, or a demo of Taptap’s capabilities, please contact Andrew Gillett here.