{"id":6441,"date":"2017-07-26T16:43:20","date_gmt":"2017-07-26T16:43:20","guid":{"rendered":"http:\/\/thedigitalsquad.com\/?page_id=6441"},"modified":"2020-02-28T01:39:51","modified_gmt":"2020-02-28T01:39:51","slug":"ruby-tuesdays-facebook-advertising-case-study","status":"publish","type":"page","link":"https:\/\/thedigitalsquad.com\/ruby-tuesdays-facebook-advertising-case-study\/","title":{"rendered":"Ruby Tuesdays Facebook Advertising Case Study"},"content":{"rendered":"

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Dining out with dynamic local awareness ads<\/h3>\n
The international restaurant chain ran dynamic local awareness ads within a 3-mile radius of its 734 US restaurant locations, driving a 2.6% increase in net sales week over week.<\/div>\n
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Ruby Tuesday’s Story<\/h3>\n
After opening its doors for the first time in 1972,\u00a0Ruby Tuesday<\/a>\u00a0grew into a multi-national corporation with more than 772 locations in 15 countries. The restaurant, which was named after a Rolling Stones song, went public in 1996.<\/div>\n

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Their Goal: \u00a0Attracting diners to the closest location\"\"<\/h3>\n
Ruby Tuesday wanted to get more people to visit its many restaurant locations across the US, with the goal of increasing guest count and boosting in-restaurant sales.<\/div>\n
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“We do a lot of geo-targeting that wouldn\u2019t be possible without Facebook\u2019s local awareness ads. Facebook enables us to tell people \u201cYou are only one mile away from happy hour at Ruby Tuesday or from a Colossal Burger.\u201d That\u2019s valuable for getting people into the restaurant.”<\/em><\/div>\n<\/blockquote>\n
-Dave Skena, CMO, Ruby Tuesday-<\/div>\n<\/div>\n
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Their Solution: \u00a0Facebook Local Awareness Ads<\/h3>\n
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Looking to boost guest count and revenue at its 734 locations in the US, Ruby Tuesday launched a week-\"Rubylong campaign testing Facebook\u2019s dynamic\u00a0local awareness ads<\/a>. First, the company split a sample of 160 locations into a control group and a test group, matching them by average guest counts, population and location type.<\/div>\n
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Next, the control group of restaurants were served\u00a0photo<\/a>\u00a0and\u00a0video ads<\/a>\u00a0that followed the Facebook\u2019s best practices guidelines, as well as insights developed from past campaign results. The test group saw dynamic local awareness ads, which also followed best practice guidelines.<\/div>\n<\/div>\n
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Ads for both the control group and test group were\u00a0targeted<\/a>\u00a0to broad audiences\u2014men and women aged 18 years or older\u2014but test group ads were also targeted people living within 1\u20133 miles of a Ruby Tuesday location.<\/div>\n
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Ad creative for both campaigns featured mouth-watering images of the restaurant\u2019s entr\u00e9es, highlighting Ruby Tuesday\u2019s variety dishes\u2014from juicy cheeseburgers to the fresh Garden bar. The call to action for the test group ads urged people to come into Ruby Tuesday because the restaurant was just 1\u20133 miles away.<\/div>\n

Their Success: \u00a0Facebook Local-Level Ads Win Big<\/h3>\n
Ruby Tuesday successfully used location targeting through dynamic local awareness ads between \"\"November\u2013December 2015 to boost brand awareness and increase guest count at its restaurants. There was consistent lift over the entire campaign period with both audience groups, including an increased lift in guest count compared to the control group. Results include:<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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    3.1% increase in guest count with dynamic local awareness ads (test group versus control group)<\/div>\n<\/li>\n
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    2.6% increase in sales (test group versus previous week)<\/div>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
    <\/div>\n","protected":false},"excerpt":{"rendered":"

    Dining out with dynamic local awareness ads The international restaurant chain ran dynamic local awareness ads within a 3-mile radius of its 734 US restaurant locations, driving a 2.6% increase in net sales week over week. Ruby Tuesday’s Story After opening its doors for the first time in 1972,\u00a0Ruby Tuesday\u00a0grew into a multi-national corporation with […]<\/p>\n","protected":false},"author":11,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/pages\/6441"}],"collection":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/comments?post=6441"}],"version-history":[{"count":0,"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/pages\/6441\/revisions"}],"wp:attachment":[{"href":"https:\/\/thedigitalsquad.com\/wp-json\/wp\/v2\/media?parent=6441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}