The most important aim in the world of online competition is being visible. If you want the maximum growth for…
Wingstop Inc. is an illustrious American multinational chain of restaurants celebrated for its delectable chicken wings and an extensive selection of mouthwatering sauces. Established in 1994 in Garland, Texas, by Antonio Swad, Wingstop has experienced tremendous growth, becoming a leading player in the fast-food industry.
Wingstop’s unique selling proposition lies in its unwavering commitment to delivering top-tier chicken wing creations. The brand has consistently focused on perfecting its recipes, ensuring that each wing is cooked to crispy, flavorful perfection. Their assortment of tantalizing sauces, ranging from mild to fiery, offers a diverse flavor profile that caters to every palate.
The brand’s success has led to a rapid expansion, with Wingstop restaurants spanning not only the United States but also various international locations. This global reach has made Wingstop a go-to destination for chicken wing enthusiasts seeking a delectable and satisfying dining experience.
Our team was entrusted with the critical task of executing a comprehensive overhaul of Wingstop Inc.’s paid social advertising strategy. This initiative encompassed more than 50 Designated Marketing Areas (DMAs) across the United States, signifying the brand’s commitment to reaching and engaging with customers on a local level.
The primary objective of this partnership was to optimize campaign performance, harnessing the power of social media advertising to boost brand visibility, drive customer engagement, and ultimately enhance Wingstop’s competitive edge in the fiercely competitive fast-food industry.
Our team worked diligently to craft a tailored advertising approach that aligned seamlessly with Wingstop’s brand identity and marketing objectives. Leveraging the latest digital marketing trends and innovative techniques, we devised compelling ad campaigns that resonated with audiences in each DMA.
The result of this collaboration was a significant upswing in Wingstop’s digital presence and an impressive improvement in campaign metrics. The revamped paid social advertising strategy not only contributed to heightened brand recognition but also drove tangible business results, solidifying Wingstop’s position as a leading force in the chicken wing industry.
In conclusion, Wingstop Inc. stands as an iconic player in the restaurant industry, celebrated for its mouthwatering chicken wings and diverse sauce offerings. Our successful partnership entailed a strategic overhaul of their paid social advertising, yielding remarkable outcomes that fortified Wingstop’s market presence and resonated with discerning customers across the United States.
Revamping Wingstop’s extensive paid social advertising across numerous locations and audience segments. We aimed for a comprehensive full-funnel approach, addressing issues like audience targeting, location-specific ads, language diversity, and expanding to new platforms like Snapchat.
Our solution involved a meticulous restructuring of Wingstop’s advertising campaigns, tailoring each to distinct audience segments based on their interaction with nearby Wingstop locations. We categorized campaigns into Awareness, Consideration, Conversion, and Retention stages, ensuring personalized, full-funnel advertising. We harnessed Facebook’s dynamic location ads to direct customers to their nearest Wingstop, capitalizing on the vast network of 1,400+ locations. Additionally, we introduced multilingual campaigns for English and Spanish speakers and expanded efforts to Snapchat, diversifying reach and enhancing retargeting initiatives.
Our paid media team first started by re-organizing the campaign structure of their account. With so many locations, this was complicated however we wanted to make sure that we were doing a truly “full-funnel” ad campaign for each location. This centered around specifically advertising to customers based on how they had interacted with the Wingstop location closest to them. Campaigns were organized around Awareness, Consideration, Conversion, and Retention.
This separation of “cold, warm, and hot” audiences allowed for our campaigns to be more unique to each customer and bring back loyal customers that had not purchased within the last 3 weeks. We also segmented this based on the lifetime value of our customers to improve overall conversion value.
Additionally, we utilized Facebook’s dynamic location ads in order to show customers the closest Wingstop location to their physical address. They could click the ad and get directions to that specific location. With 1,400+ store locations in the Facebook account, this allowed us to get incredibly granular and spread out the budget as needed across locations.
We also launched multi-lingual campaigns targeting both English and Spanish speakers. Additionally, we launched new campaigns on Snapchat to further increase the reach of our campaigns and retargeting efforts.
Let your design a team of creatives who are excited about unique ideas and help digital and fin-tech companies. But structure were from the funny the century rather.
Colabrio believes a team of creatives who are excited about unique ideas and help digital and fin-tech companies. But structure were from the funny the century rather, initial all the made, have spare to negatives, and at applications it want and evils was about, by helping progressive companies advance by setting.
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Just a few of the talented folks on our agency team that made this project a success!
— Cole Feigl
Client Lead Strategist | Brand Vision & Direction
— Nazareno Castro Bay
Growth Marketing Strategist
— Nick Williamson
Commercial Production
— Ben Hamner
Commercial Production
— Kristen Skladd:
Public Relations
— Trevor Anderson
Paid Media Planning | Growth Marketing Strategy Lead
— Wesley Hibbs
Web Design & Development
— Claiborne Myers
Commercial Production
— Kate Voskova
Product Photography
— Gregorio Palacio
Graphic Design
— Doug Bryson
Advertising Director | Paid Search Marketing
— Dan Coria
Web Design & Development
— AJ Aguirre:
Commercial Production
— Dasha Canfield:
Project Manager
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