PLAN

Wendy’s looked to Strategic America to help drive traffic and increase sales in 2011, along with promoting current, new or special monthly products. The promotional plan developed is scheduled to run through the end of the year.

CREATE

Capitalizing on the opportunity to reach the target market quickly and efficiently through Facebook, Strategic America developed a Facebook advertising and coupon landing page combination engagement plan. Facebook ads were designed to rotate to align with Wendy’s monthly promotional products. When clicking on the Facebook ad, a customer is taken to a Wendy’s landing page—a microsite—which showcases the current promotional product for that month. When on the landing page, the consumer is able to receive a Wendy’s coupon by entering their ZIP code. The ZIP code allows for customization of the coupon to the designated market area.

ACHIEVE

• In the first six months of 2011, Wendy’s Facebook ads have received over 29 million impressions—an average of 626,000 a week! Cost per impression was $.000335.
• 8,893 people have clicked on the ad and were taken to the coupon microsite, representing a click through rate of .31percent.  The national average is .28 percent.
• 9,008 coupons have been downloaded. This number is higher because of the coupon site becoming viral among Facebook friends.