TM
#438
make it yours.
table of contents 3
executive summary
3
objectives
4
swot analysis competitive analysis secondary research primary research target markets path to purchase the creative brief the big idea
11 12 13
15
new technology/rewards
16
rewards
17
social media/online ads
18
budget media rationale evaluation and campaign extension
table of contents
10
website
media schedule
2
8-9
14
public relations
sources
6-7
look and feel
out of home
conclusion
5
19-20 21 22 23 24 25 26 27
executive summary Pizza Hut has been on the cutting edge of innovation since its inception as a company in 1958. A pioneering force in the industry, their pizza was the first product ever to be ordered online. Always searching for the next big thing in pizza, they’ve revamped their menu to offer customers the opportunity to customize their pizzas from bottom to toppings with over 2 billion possible flavor combinations. 1 Through an in-depth study of our targets, Pizza Hut and their competitors, we really got to know what millennials want and what pizza brands have to offer them. Combining that knowledge with strategic thinking (and a lot of vigorous taste testing), Pioneer Creative has developed a campaign that will heat up digital orders and make the brand the first choice among millennials. They’ll think of Pizza Hut when the craving for a garlic-crusted, melty mozzarella-topped, balsamic-drizzled pie hits. Or if they’re hankering for a ginger-glazed, sweet tomatosauced slice piled high with pepperoni. With the ability to customize from the crust up, there are 2 billion ways to make it theirs at Pizza Hut.
hungry for more? we thought so.
objectives Pizza Hut challenged Pioneer Creative to drive digital orders through a fully integrated marketing campaign that will connect millennials with Pizza Hut’s 2 billion possible flavor combinations and showcase the ease of using their online tools to narrow those down into the perfect pizza. As we meet the following objectives, we’ll both increase brand loyalty and show our targets that at Pizza Hut, it’s more than toppings and a crust, it’s personal.
three main goals
Position Pizza Hut as the top choice for customers who order pizza digitally. Provide the greatest digital ordering experience in the category. Drive 75% of orders to be made through digital methods by the end of 2015.
executive summary and objectives
3
swot
Pizza Hut is a strong competitor in the pizza world, but poor brand reception from our targets and lack of awareness for their new menu options offer opportunities. We can bump up the brand presence and surprise our targets with shocking flavors. Our research of the brand lead us to the following findings about where Pizza Hut stands today and where our campaign can take them.
strengths
weaknesses Brand tone is kind of “blah.” It lacks a discernible voice and personality.
Ranked 21 in top brands among millennials.2 Not bad. Not bad at all. Offer more than 2 billion possible flavor combinations. It would take more than a thousand years to try them all. Better get started now.
Social media personality isn’t relatable to millennials. The flavor-packed full menu is not available at all Pizza Hut locations.
With a variety of ways to access many cross-platform digital ordering experiences, you can order Pizza Hut anywhere.
The digital ordering experience is functional, but it doesn’t wow.
w s t o
Pizza Hut has the leading market share at 14.79%,3 so they clearly know a thing or two about pizza.
takeaways Pizza Hut may have been the first pizza to hit the internet, but their digital experience has fallen behind when compared to competitors. Pizza Hut offers more opportunities in terms of ordering options and flavor combinations than any of the competitors.
4
swot analysis
opportunities
threats
Own the digital ordering experience with applications on every medium.
Millennials are really into nutrition right now. They value healthy foods.5
Amp up the Hut Lovers' perks, interactions and loyalty with a rewards program. Because rumor (or research) has it that 77% of millennials participate in loyalty programs.4
Fast casual restaurants offer high quality food at wallet-friendly prices.
Develop an updated and upbeat brand personality for Pizza Hut.
Local pizzerias and chains offer a more personable pizza experience.
Make online ordering easier to navigate and fun to use.
Competitors’ interactive digital ordering experiences rival our own.
competitive analysis We took a peek into the world of pizza to find out how our targets are interacting with other pizza brands, and why they’d choose to order from them over Pizza Hut. Domino’s and Papa John’s are close competitors in the delivery chain arena. Here’s what they’re doing right, and where Pizza Hut’s ahead.
market share
Pizza Hut
Independent Chains 40.89%
Domino's
Papa John’s
social media likes and followers
One-of-a-Kind Restaurants 20.16% Pizza Hut 14.79%
9.9 MILLION 2.7 MIL
Domino's 9.86% Papa John’s 6.45%
1.16 MILLION
Little Caesar’s 7.85%
779 THOUSAND 288 K
19
157 THOUSAND
144 THOUSAND 10.1 K insight Pizza Hut is a clear cut leader above the rest when it comes to social media.
3
mobile app Features
Pizza Hut
2 billion
website Domino's
Papa John’s
Features
Saves Information
Saves Information
Store Locator
Pizza Tracker
Saves Address
Pizza Customizer
Pizza Hut Domino's
Papa John’s
flavor combinations
11
34 million
flavor combinations
Offers Promotions
11
Requires Account
insight Domino's digital ordering experience sets the bar high for customer expectations.
Pizza Tracker Voice Ordering
15,16,17
not enough
flavor
combinations
celebrity endorsements pizza hut 2014
papa john's 2011- present
domino's
Pizza Hut sends special offers to people with Hut Lovers accounts and allows them to save information.
blake shelton peyton manning none
insight
Domino's Pizza Profile allows customers to get discounts and deals while also saving their information.
Papa John's quality, continuous discounts and addicting garlic dip keep customers coming back.
none of the three pizza chains utilize interactive gaming features competitive analysis
5
secondary research Through secondary research we found out how millennials spend their time, energy and money. Our targets want to make the most of each of these, so they search for real brands and real deals before making a purchasing decision. We left no article, study, chart or database unread. One might say we were “hungry” for all the information we could get our hands on.
target in general MILLENNIALS MAKE UP insights The best digital ordering experience means providing features that are as innovative as they are easy and fun to use. Millennials love being on the cutting edge of tech.
5
AND THEY VALUE
and
Because our targets value convenience and experience, we will speak to them in an authentic and light-hearted voice.
6
57% of millennials
MILLENNIALS LOVE
play video games at least three times a week. 7
did you know? 60% of millennials order takeout or delivery at least once a week13 insight
direct mail
40%
5
5
xbox one users spent
2 billion they want to express themselves and form a unique identity
hours
playing games within the first year of release. 8 X
A
of millennial consumers try new businesses after receiving direct mail.9
direct mail campaigns encourage o n l i n e use on a widespread scale21.
B
In a generation that loves to express themselves, offering ways to customize everything from the ordering method to toppings is a plus with our target.
secondary research
young adults, 24 years and younger, are among the most direct mail responsive.9
Y
insight
6
of millennials eat out at least once a week13
Going out to eat is an easy way for millennials to treat themselves, and they do it often. Who doesn’t love being rewarded?
s m t w t f s
art & music
64%
92%
l shoppers of millennia t mail for prefer direc hasing making pur9 c decisions.
secondary research social media MILLENNIALS CHECK PHONES
50%
41%
have made purchases using their smartphones4
77%
4
participate in
a day
10
view at least one online video a day10
more millennials rate products and services
insight
than older generations do4
Our targets' devotion to mobile devices will work in our favor, offering us ways to interact with them multiple times a day.
71% use hypertargeted radio like pandora10
over 66%
5
top visited websites by embrace brands on social media to get discounts and deals10
MILLENNIALS SPEND
5.4 hours
a day on social media10
millennials
1. austin, tx 2. salt lake city, ut 3. san diego, ca 4. los angeles, ca 5. denver, co 6. washington, dc 7. houston, tx 8. las vegas, nv 9. san francisco, ca 10. dallas-ft. worth, tx
1. Google 2. Facebook 3. YouTube 4. Gmail 5. Yahoo! 6. Yahoo! Search 7. Yahoo! Mail 8. msn 9. Amazon.com 10. Bing
insight
18 hours
Targeting millennial-populated locations will increase our odds of positive brand interaction and sharable content.
18
consuming media10
target media usage
millennials find content by searching on
millennials share content on
top 4 social media apps
14
as of june 2014
75.5% 12.5% 5%
71%
65%
24%
23%
23%
12%
insight
3.5% 3.5% 12
12
Online search engines and social media are essential to millennials and we’ll intercept them on their favorite sites.
secondary research
7
primary research In order to make a better digital ordering experience, we needed to find out what our targets think of Pizza Hut’s existing ordering methods. Through personal interviews, usability tests and focus groups, we discovered what members of the millennial generation thought about Pizza Hut and its competitors.
in our focus groups, we discovered some conflicting opinions among millennials:
50 48 44
personal interviews usability tests focus group participants
“I always eat pizza when something happy happens in my life.”
SOME PREFER
brandon, 21 insight Pizza gives our target that warm, fuzzy feeling. Or is it warm and cheesy?
BECAUSE
they don’t trust digital platforms
and they prefer to have personal connections
angelina, 22 "I like ordering by phone better because then they can read it back to me to make sure they have it right."
however, the majority of millennials we spoke with prefer
“It’s easy and quick!”
“It takes too long.”
emily, 22
shannon, 22
michael, 25
chris, 23
"Who does that anymore?"
“Convienent, easy, efficient!”
BECAUSE
they don't feel rushed while ordering
and the process doesn't take their attention away from what they are doing and who they are with
8
primary research
insight Millennials like to take their time when ordering and can be shy when it comes to ordering on the phone.
primary research usability tests
MILLENNIALS
WE SPOKE WITH
o u r t h re e targets
need an incentive to download the mobile app
AND ASKED THEM ABOUT THEIR PIZZA HUT ORDERING EXPERIENCES ON
mobile website Mobile App
“How often do you order pizza that you need the app?!”
Xbox App
amy, 22
Desktop Website
daimon, 22 xbox
“Too many add-ons, ‘oh you bought the cookie, have bread sticks,’ ‘Oh you bought the cookie and breadsticks, have some cinnamon sticks!”
"When an ad is funny, I will remember it over all the clutter of other commercials."
eliana, 20
j.t., 23 mobile
jessie, 21
“Sometimes a great deal can outweigh the other factors.”
insight
"Really glitchy. Holy cow. It's making my eyes hurt!"
Incentives, coupons and deals are huge when it comes to buying and trying out new brands.
it was inconvenient to have to fill out an address at the start of a digital order
millennials were surprised by the amount of different flavors pizza hut has to offer
they felt that it was annoying that orders had to be restarted to apply a deal
technical glitches with first time users foster a negative brand reputation
the longest time spent on the mobile site was 15 minutes and the shortest time spent on the mobile app was 1 minute and 30 seconds
our targets want to get their pizza in a way that is both quick and worry-free
insight
The target audiences want to customize their pizzas and they want a simpler way to do it. More streamlined sites and apps create a better experience and relationship between the brand and the target audiences.
primary research
9
target markets weeknight quick-fixers Olivia is 31 years old and married to her high school sweetheart. Aw. She has a toothy two year-old and a tiny terrier. She’s a world-class balancer of work and play, and she takes pride in her collection of cookbooks. A typical Wednesday evening consists of making dinner while her husband picks up the kiddo. While she maintains a well-balanced diet, she often fantasizes about those occasions where she gets to skip the salad and indulge in a cheesy slice of pizza.
weekend enthusiasts Justin is a 20-year-old college sophomore. He enjoys hanging out with his roommates and spends hours a night studying battlefields and foreign lands with his Xbox One. A typical Friday consists of class, a trip to the gym, keeping up-to-date on social media and gaming with his buds. He’s that friend who’ll try the spiciest dish and fight back tears as he tells you that it’s “a little mild for my taste.” He loves a challenge–he’s game for anything.
comfort consumers Jake is a 26-year-old wunderkind. He’s a full-time accountant and a parttime philanthropist. He’s been in a dedicated relationship with Pizza Hut, his family’s favorite, for 20 years and his girlfriend, Meredith, for just four. The three of them have a standing weekly pizza and Hulu date. He likes dramas; she’s into chick flicks. On Thursday nights, they can be found on the couch sharing a large pepperoni and a cheap bottle of wine.
10
target markets
path to pizza
olivia, the weeknight quick-fixer While dinner is usually planned and prepped in advanced, Olivia has been a parent long enough to know that having a back-up plan is key. The easiest, cheesiest backup plan? It’s pizza. Here’s how we’ll reach her through multiple outlets during the day so that when the time to order comes, she’ll be picking up dinner at Pizza Hut. While brushing toddler teeth and whipping up a quick scramble, she checks the weather, her email and scrolls through her Instagram feed where she sees a quick clip of Jimmy Fallon–her favorite late night host–customizing a pizza on last night’s show.
After a morning of meetings and conference calls, she takes a break to snack on some trail mix and check her email. There’s a 20% off coupon for Pizza Hut. She marks it as “important,” thinking about the pizza she saw Jimmy making that morning. It looked good. Really good. She gets a phone call from the husband–he’ll be putting in an extra hour at the office and she’ll have to pick up the kiddo from daycare, throwing off that evening’s salad. “Pizza?” he suggests, “One step ahead of you,” she replies, already clicking through her email to pizzahut.com, where she orders a small cheese for the little one, and The Fallon for the grown-ups–extra cheese, of course.
justin, the weekend enthusiast When it comes to game night grub, pizza is a clear-crowd pleaser for Justin and his crew. Here’s how we’ll reach Justin through multiple outlets during the day so that when the time for dinner comes, there’s no doubt about where he’ll order from. During a post-class workout he turns on the Lady Gaga station on Pandora (we won’t judge) and hears a Pizza Hut spot in between two female power anthems. Mobile, online and Xbox ordering? Interesting.
As he scrolls through his newsfeed, he sees that a friend shared a video of a Pizza Hut obstacle course that popped up on his college’s campus. A video of his friends dodging through strings of cheese catches his eye. When the guys come over for their weekly Call of Duty competition–one that he almost always wins, just saying–they work up an appetite pretty quickly. Pizza is the obvious choice. And as it turns out, ordering through Xbox is easy. With custom creations for the whole gang ordered, they’re back to the game in no time.
jake, the comfort consumer Jake looks forward to pizza night all week. While he’s brand loyal, every interaction with Pizza Hut is a chance to reaffirm that loyalty, and push his and Meredith’s tastes to the next level. Here’s how we’ll reach him through multiple outlets during the day to convince them to change up the usual and make their classics a little more custom. While listening to Pandora during his morning run, he hears a Pizza Hut ad play between Outkast and Missy Elliot. It mentions Ginger Boom Boom. Ginger what what? In between meetings, he sees Meredith posted a Pizza Hut sponsored Buzzfeed quiz on his wall. According to the quiz, they’re compatible based on their pizza preferences. Obviously. He opens the Pizza Hut app and sees an icon–it’s a little tomato. He clicks it and earns 10 rewards points, awarding him a free drizzle tonight. Maybe it’s time to explore more options. That Ginger Boom Boom crust? It actually sounds good. And bacon? Balsamic? Looks like someone has a new usual.
path to purchase
11
e w ow
h s i this
it cre r (ou
ef)
strategy:
THE
position:
THE
Pizza Hut’s digital platforms will serve each target giving them a
Pizza Hut will be our targets' first choice for ultimate pizza customization, delivered through a simple and care-free digital ordering experience.
We are seeking to create a brand personality that is
THE
rewarding dependable care-free online ordering experience, that increases volume and frequency of digital orders, which will build customer loyalty.
12
at
bri e v i
the creative brief
Whenever our customers visit one of our many digital platforms, not only will they receive rewards through their experiences, but they will also be able to create without borders. They will discover trustworthy and reliable service. Whenever they think “Pizza Hut,� they will think of the seemingly endless possibilities to make it theirs.
tone: authentic understanding light-hearted
the
Big
idea
Let’s be completely honest, pizza is basic. It’s one crust, one cheese, one sauce and a couple of toppings. You’ve got to add some pizzazz to make it personal. With a shocking amount of flavor combinations (2 billion!!!), Pizza Hut has the perfect pizza for everyone and every situation. Maybe it’s a pizza party, so put a new spin on crowd-favorites like pepperoni with fiery red pepper crust. Or a night alone with Hulu, maybe you’ll try a spicy curry crust–because who even knew that was possible? Add sweetly-searing Peruvian peppers. Top it off with a tangy balsamic drizzle? Fo shizzle. Our unmatched variety of flavor combinations is brought right to you by our numerous fast, easy ordering options. Click submit. It’s that easy to make it yours. Through this campaign, we’ll make pizza personal by giving you complete creative control of what you order and how you order it. You can click, swipe, slide and submit. You can curate crusts, smother sauces, try out toppings and dip into drizzles. You’ll be surprised how easy it is to narrow down 2 billion toppings and make it exotic. Make it spicy. Make it zesty. Make it new. Make it wow. And, best of all, Make It Yours. There are a lot of elements of Pizza Hut that can be surprising. The expansive menu, the many ordering methods, the belief in supporting causes like literacy and hunger. Through our campaign, we want to highlight these aspects of the pizza brand by continuing to surprise our target with every pizza, every purchase, every possibility.
make it yours. the big idea
13
new
make it new
Our look and feel will give us a peek into the “path to pizza” of a few millennials. We found inspiration in the elements of the “Flavor of Now” campaign and put a new spin on it to make it ours. Through callouts, we’ll highlight how our targets customized their pizzas to make it theirs, whether it’s adding a Get Curried Away crust or doubling up on their favorite toppings. The call to action will lead readers to the same digital ordering method that our pictured target used.
THe “I Need Something On The Table In An Hour” Pizza
The “girls night in” Pizzas alli and jodie agree on pretty much everything - except pizza toppings.
Alli's into spin class and spinach.
Jodie's more of a "bed rest and bacon" kind of girl.
lauren needs a crowd-pleaser.
Since Jodie got an email with a coupon code, they can both have exactly what they want. Click and clique.
Her hubby loves Sriracha that's edgy, like his combat boots.
alli made it veggie. jodie made it hearty. they made it theirs.
visit pizzahut.com to
MAKE IT YOURS.
#phmakeityours
The “I can’t Put Down My Controller” Pizza
Lauren loves pepperoni that's classic, like her favorite high-top sneakers.
adam is on level 19 and he’s starving.
He likes to explore, and the 2 billion flavor combinations let him.
With the app on her phone, she used her free hand to click on saved orders, and... Awesome. It's ordered.
From game mods to pizza mods, he knows what he likes.
With a quick pause, Adam goes to the app on his Xbox One and orders. Pizza Hut and Xbox One, his best combo yet.
adam made it expert. he made it awesome. he made it his.
lauren made it bold. she made it classic. she made it hers.
connect through xbox to
#phmakeityours
download the pizza hut app to
14
creative look and feel
MAKE IT YOURS.
#phmakeityours
MAKE IT YOURS.
This new fresh and personal campaign look connects to current Pizza Hut campaign elements while evolving the message. Across the board, a light-hearted, authentic voice will communicate the link between personality and pizza preferences.
make it easy We’ll rearrange the hub for Pizza Hut information and ordering to make a seamless, easy ordering experience for visitors, while inviting them to interact with the brand elsewhere online. In addition to being able to view the menu before entering personal information, the following features will make it easier to both view the options that Pizza Hut has to offer and easier than ever to order.
We’ll scoot social media links to the top so they grab attention sooner.
The all-new "Hut Lovers Rewards" program sign up is right here.
The "More" tab? That’s where you’ll find out the history of the Hut.
Click the "Deals" tab or scroll just a little to access coupon codes.
Ever seen a search bar on a pizza site? No. You haven’t.
The "Build It" button leads to a "Customize" page.
The "Discover It" button leads to flavor inspiration, examples and Zahtar.
creative website
15
make it savvy expanding the ordering experience In addition to creating a simplified ordering process through the site, we’ll amp up our other digital ordering methods, too. To complete our Xbox ordering options, we’ll add an app to the Xbox One and offer voice ordering through Xbox Kinect, a voice powered system. We’ll also bring the Pizza Hut ordering experience to streaming TV, like Apple TV and Roku. Like the website, we’ll streamline and simplify the mobile app to make ordering easier than ever.
tapping into new technology Near Field Communication, or NFC, enables smartphones and other devices to establish radio communication with each other by touching them together. We’ll use this technology throughout our campaign–tap our direct mail sticker and earn rewards points, or tap a poster to get a deal on dinner. It’s a physical call to action that will lead to more digital interaction and orders.
direct mailer
make it rewarding "freedom to choose" friday We’ll start our campaign with a bang and a boost to the Hut Lovers community. On July 3rd, the day before we celebrate America’s Independence, we’ll celebrate a different kind of independence–freedom from impersonal pizza. Every new member of the new Hut Lovers Rewards program (you'll find out more in just a minute) will receive a free medium pizza to be customized any way they wish. We’ll spread the news on social media and Pandora to make it big.
16
creative new technology/rewards
FREEDOM TO CHOOSE
FRIDAY
make it rewarding cont. hello, hut lovers One way to surprise Pizza Hut customers is with the Hut Lovers Rewards program. Customers can earn rewards points through orders, interactions and by simply scrolling through the app. From a free topping to a free pizza to free concert tickets, we’ll surprise users with every click. FIND YOUR PIZZA HUT
LANGUAGES
WELCOME, LILY.
MAKE IT YOURS.
HUT LOVERS REWARDS
Hi, LIly. BIO Student. Designer. Libra. Hut lover. Don’t tell my boyfriend, but pizza is my true love.
PIZZA POINTS YOU HAVE 5 POINTS!
WE’LL BRING YOUR PIZZA TO 438 WICHITA ROAD
WE CAN REACH YOU AT
SPECIAL DELIVERY INSTRUCTIONS
(438) 438-0438
Text me when you get here and deliver to the side door. Whatever you do, don't ring the doorbell! My dog has a huge bark, but no bite :)
CARD ENDING IN
THE LILY A medium personal pan crust with classic marinara, extra cheese, Italian sausage, hardwood smoked bacon, spinach, and a Balsamic sauce drizzle.
0438
HISTORY 3/13
YOU MIGHT LIKE... ORDER NOW
16 piece Honey Siracha wings, 1 large Supreme Pan Pizza, and 1 medium Thin N Crispy Garden Party.
4/10 ORDER NOW
ORDER NOW
1 medium The Lily, 2 large Cheese Pan Pizzas.
COCK-A-DOODLE BACON
7 ALARM FIRE
clickable pie-cons
CLICK TO REDEEM YOUR TWO FREE LOLLAPALOOZA TICKETS!!
An easy way to earn points through Hut Lovers Rewards are hidden “pie-cons” in the app, on the site, NFC direct mail pieces and at Pizza Hut events. These pie-cons are simple illustrations related to the "Make It Yours" campaign. Clicking digitally or tapping real life NFC pie-cons means instant rewards. It could be 10 rewards points; it could be tickets to Lollapalooza. The more users find, the more they earn and win.
creative rewards
17
make it shareable social presence
let's make a buzz
We know that millennials check their phones an average of 43 times each day. We’ll just try to intercept 3-4 of those glances at the screen through social media, eblasts and search engine optimization. We’ll take each opportunity to start a dialogue with our targets and reinforce our expansive menu and how easy it is to personalize pizza at Pizza Hut.
We know from our own Facebook and Twitter feeds that Buzzfeed knows a thing or two about sharable content, and we know from research that half of the site’s visitors are in our target. To promote the ability to customize every aspect of one's pizza at Pizza Hut, we’ll create quizzes and lists that cleverly incorporate customization in a sharable way.
make it clickable hulu & the hut
i-spy something cheesy
Few things pair better with binge-watching Jimmy Fallon lip-sync videos than Pizza Hut. We’ll create a Hulu skin that will take over the screen during commercial breaks as video content collected from some of our surprise tactics invite viewers to complement their streaming with a steaming hot custom slice of pie.
We’ll purchase rich media banner ads to tell the story of a pizza occasion with a scavenger spin. An intitial banner ad will prompt users with an “I Spy” challenge to hover, expand, and search through our interactive ad for clues and rewards to be redeemed on the shiny new PizzaHut.com. Ads will be featured on sites related to keywords and searches by our target audiences.
18
creative social media/online ads
make it ENGAGING MAKE IT GREAT WHILE YOU WAIT Remember NFC (on page 16)? Here’s where it comes into play in a big way. The average wait at a bus stop is 40 minutes (aka the perfect amount of time to order a pizza that will arrive the same time our hungry commuter does). Utilizing NFC technology we’ll make it easy to order through the app with a simple tap of a phone.
the all-knowing zahtar Does the name sound mysterious? We thought so. Taking a page from the old Fortune Teller, Zoltar, found at fairs and starring opposite Tom Hanks in Big, we’ll put a saucy spin on the carnival game. Placed in key target areas across the country, Zahtar (whose name originates from the pizza abbreviation ‘Za that has become popular among our target) will claim to know the secrets of the user’s future. On both the app extension and the real life execution, Zahtar will ask a series of multiple choice questions unrelated to pizza to find out what kind of pizza the user might choose for themselves. As Zahtar asks the final question and tells the participant that he predicts Zest, Spice, Veggies or Cheese in his/her future, a Pizza Hut delivery person will surprise the user with a personalized pizza. We’ll collect video content to be used as B-Roll on Hulu and create a mobile Zahtar to be used within the Pizza Hut app when users need help picking their pizza.
Which of these best describes you?
Bossy
Book Worm
Bombshell
Bro
ZAHTAR HTA ZA R
Your wish has been granted
Cherry Pepper Bombshell Premium crushed tomato sauce, premium salami, Peruvian cherry peppers and fresh spinach—flavored up with toasted Asiago on the crust and a Balsamic drizzle.
th e p i z z a p redi c to r
WHICH OF THESE BEST DESCRIBES YOU?
BOSSY
BOOK WORM
BOMBSHELL
BRO
Order
Play Again
creative out of home
19
make it fun the pizza hut top-stacle course On college campuses around the country, we’ll create an obstacle course made up of larger-than-life Pizza Hut ingredients. Students will race through the ordering process– dodge giant strings of cheese, crawl through crust tunnels, and scramble through meatball pits until they reach the giant SUBMIT button, highlighting Pizza Hut’s 2 billion possibilities and ease of ordering. The NFC pie-cons will be sprinkled around the event with tags prompting onlookers to tap for rewards, and a buffet of pizza will offer onlookers and participants the chance to sample flavor possibilities.
we will visit 20 of the largest universities in the country: University of Central Florida, Ohio State University, Texas A&M, UCLA, Arizona State University, Michigan State University and more!
the ultimate pizza party powered by uber During concerts and events with high millennial attendance, we’ll team up with Uber to create a mobile pizza party. When our target uses the app to get a ride, we’ll surprise some of them with a brand experience on wheels. On the bus, they’ll find a celeb chef on hand to create the ultimate custom pizza. A guest DJ will curate sounds and who knows, a band or two might even crash the party.
we’ll roll up to
lollapalooza
rtx conference
kaaboo
gulf coast jam we’ll collect video content from all out of home events to be used as pre-roll on Hulu, YouTube and on social media.
20
creative out of home
make it meaningful pizza with a purpose
send a pizzagram
Our campaign will end with a program that really showcases Pizza Hut’s charitable efforts. Each week in December, 10% of national sales will be donated to a different charity or cause. The first two will contribute to the causes that Pizza Hut has supported for years–Its founder’s literacy mission with the BOOK IT! program and to the brand’s support of the World Hunger Relief. The next two causes? It’s up to our target. Through social media we’ll collect nominations for charities, causes and even individuals to benefit from donations.
Free pizza is pretty great. But treating a friend? Even better. That’s why we’re offering members of Hut Lovers the opportunity to pay it forward with pizza. During key holidays during our campaign, Hut Lovers will be asked whether they’d like to send a discounted pizza to a friend when they purchase a pizza for themselves. Friends will receive a link with a unique code to be redeemed and they’ll be able to customize and place their orders once they join Hut Lovers Rewards, too.
PIZZA
some key holidays:
WITH A
Aug 2 Friendship Day Sept 8 National Literacy Day Nov 12 National Pizza Day
PIZZAGRAM
PURPOSE
teaming up with the tonight show Jimmy Fallon is a hit with millennials and rumor has it he’s a fan of pizza. We’ll team up with Jimmy to do a segment on his show and send in one of Pizza Hut’s pizza pros and help Jimmy create his own custom pizza. That pizza will be available to order digitally for one week and 10% of the proceeds will benefit literacy programs. jimmy fallon @jimmyfallon Sept 22
Pretzel crust, 4x the legal pepperoni limit & balsamic drizzle. I call it “The Fallon.” Order it @pizzahut http://ow.ly/KLgRm #PHMakeItYours 598
4K
creative public relations
21
make it happen The "Make It Yours" campaign will run from July 1, 2015 through December 31, 2015. Connecting what we learned from our targets with strategic thinking, we’ll intercept millennials multiple times a day online, on their phones and sometimes even IRL (in real life). Throughout the duration of the campaign, we’ll build brand loyalty as we incentivize our targets to customize more pizzas, one click at a time.
2015
jul aug sep oct nov dec 5 12 19 26
2 9 16 23 30
6 13 20 27
4 11 18 25
1 8 15 22 29
6 13 20 27
estimated
total impressions
digital 157 mil
youtube hulu pandora social media google adwords/ website ads app/website buzzfeed
32,608,695 146 mil 892,858 clicks 57,918,630 67 mil
traditional
direct mail
3.75 mil
out of home 5,000
zahtar party bus top-stacle course transit
1,056,000 1 mil 185 mil
sponsorship
the tonight show
3,882,000
public relations
pizza w/ a purpose pizzagram
campaign impressions 656,113,183 22
media schedule
+
countless interactions and shares on social media
kneading the dough Based on the objectives given to us by Pizza Hut, we need to increase digital orders by 32%. When you break down the amount of pizzas sold in six months and divide that into digital orders, we figured that kind of increase means selling about 130 million pizzas. That’s $280 million in profit. We’ll use just $15 million to make it happen. Here’s how we sliced it to show our targets how to make it theirs.
t o t a l budget
$15,000,000 Pizzagram 2% $250,000 Pizza with a Purpose 5% $750,000
Production 3% $500,000
App/Website 3% $500,000 Youtube 8% $1,200,000 Hulu 6% $900,000
The Tonight Show 10% $1,500,000 Transit Shelters 6% $900,000
Pandora 7% $1,000,000
Social Media 5% $750,000
Top-Stacle Course 16% $2,400,000
Google AdWords/ Website Ads 8% $1,200,000 Party Bus 8% $1,200,000
Buzzfeed 1% $200,000 Zahtar 2% $250,000
Direct Mail 10% $1,500,000
budget
23
Make it Strategic We needed to find the right mediums to intercept our targets at the right time to inspire more pizza orders. Here’s why our tactics will resonate with our target and make enough of an impact to drive digital and repeat orders.
direct mail 20 40% of consumers interact with new businesses after receiving direct mail. Millennials are some of the most responsive because in an an overwhelmingly digital world, a sweet piece of mail can make an impact.
youtube 2 2 /23 18-34 year olds spend 5% of their time online on Youtube. According to Nielsen, YouTube reaches almost 50% of the millennial population. 74% of 1824 year olds use the site, making it the #1 site for free streaming video amongst their generation.
pandora 2 6 / 27 People spend 79% more time on music apps than they did last year. People using a streaming music service at least monthly are twice as likely to be willing to pay more for brands, 61% more likely to recommend brands to a friend and 74% more likely to become brand loyal.
buzzfeed 2 3 50% of Buzzfeed’s 175+ million monthly unique visitors are in our target. And the math doesn’t stop there–50% of Buzzfeed’s traffic is mobile and 75% of all visits come from social media sites like Facebook.
google adwords/website 28 Reaching our targets at a precise time with flexible costs and measurable findings–Google AdWords is a great way to find our audiences on sites they’re already viewing.
zahtar/party bus/ topstacle course 33/ 34 In order to connect with the audience during their daily lives, brands must be entertaining and stand apart to offer content worth sharing.
24
media rationale
social media 2 1 Facebook, Instagram and Twitter combined reach over 740 million 18-34 year olds; 71% of millennials spend about 5.4 hours a day on social media. Plenty of time for us to intercept.
hulu 2 4 / 2 5 Wurtzel’s research shows that more and more people are watching shows through subscription streaming services. 2014 saw an increase of 22% in subscription video viewing, and a 26% rise in “binge viewing.”
the tonight show 3 1 / 3 2 Millennials are inspired by people they can relate to and are most receptive to messages that use celebrity endorsements or relatable characters. Mr. Fallon has proven to be just that and more. His Tonight Show led with an average nightly audience of 3.9 million viewers during the Jan. 29-Feb. 25 sweep.
transit 2 9 / 3 0 Transit signage is effective for short-term campaigns that require rapid consumer awareness. Its 24-hour visibility makes it a high-impact medium. It offers brands “street presence,” and in our case, a whole new way to order.
pr-literacy Literacy is already a cause that Pizza Hut has had a stake in. Their BOOK IT! program is a testament to that. We wanted to expand on a conversation that Pizza Hut is already a part of and give it even more attention.
make it count Pioneer Creative was asked to increase Pizza Hut’s digital orders. Here’s how we’ll track how making pizza personal translates into more moolah with every click.
make 75% of all orders digital by the end of 2015. We will measure the percentage increase of online orders between July 1 and December 31, as well as monitor the correlation between peaks in digital orders with the tactics taking place.
increase positive social media interaction and engagement. We will measure redemption of promo codes shared through tactics, monitor shared content on social media pages and analyze the tone of social media engagement and interaction.
provide the greatest digital ordering experience in the category. We will monitor the social media conversation of our customers, monitor the increase in online activities and survey customers and Hut Lovers to measure satisfaction with their digital ordering experiences.
make weeknight quick-fixers loyal and weekend enthusiasts order more. We will monitor the change in number of orders facilitated during the week and the size of orders facilitated during the weekend.
incentivize Comfort Consumers to buy more pizza, more often. We will monitor order frequency and the size of Hut Lovers' orders on average.
make it last The "Make It Yours" campaign will increase digital orders by 32% and offer the best digital experience in the category. We can continue to make it bigger, make it bolder and make Pizza Hut a whole lot of dough. We’ve consulted Zahtar, and our future looks hot. Here’s how "Make it Yours" can extend into year 2 and beyond: Expand Hut Lovers to be the ultimate rewards program in the category. Large-scale giveaways and stackable rewards will keep millennials clickin’.
Enhance Pizza Hut's digital ordering experiences with new content, games, rewards and ways to give.
Continue to tell and listen to stories of pizzas-made-personal through social media and website engagement.
Expand usage of pie-cons into more mediums, like Pizza Hut's pizza boxes.
Expand charitable outreach and continued relationship between Pizza Hut, its customers and literacy organizations.
Grow awareness of campaign through traditional media, like television.
evaluation and campaign extension
25
make it wo w The “Make It Yours” campaign will reach all three of our target segments over six hundred million times throughout our six-month campaign. The easy and rewarding ordering experience will drive digital orders, bump up brand loyalty and step-up sales. Surprise events will score. Charitable efforts will charm. Partnerships will please. And the menu? Pizza Hut’s great flavors and variety make it easy. We know first hand that the Ginger Boom Boom crust lives up to its name. And that Peruvian peppers are surprisingly sweet. We discovered that you can do no wrong when it comes to choosing a drizzle. Everyone from the pickiest eater to the adventurous diner can mix and match menu options to make it theirs. The options don’t stop at toppings. With more ways to order, it’s never been easier to get great taste delivered to your door. Quick-Fixers can customize in just a few clicks. Enthusiasts can find apps in the same places they find entertainment. Comfort Consumers can browse, search, discover and submit. Easily earned rewards will keep them all coming back for more, more often. Once our targets realize that their custom cravings are just a few clicks away, they’re sure to put Pizza Hut at the top of their list when it comes to a quick dinner, an impromptu party, date night, game night, a movie marathon, a late lunch, celebrating a promotion, celebrating an A+ or celebrating just because. No matter the occasion, it’s easy to make it special. Make it savory. Make it sensational. Make it yours at Pizza Hut.
make it yours. 26
conclusion
make it legit 1. Tuder, S. (2014, November 10). Pizza Hut Unveils New Menu with More Than 2 Billion Possible Combinations. Retrieved March 9, 2015, from http://abcnews.go.com/Lifestyle/pizza-hut-unveilsmenu-billion-combinations/story?id=26818528
23. Custom Content Worth Sharing. (n.d.). Retrieved March 26, 2015, from www.buzzfeed.com/ advertise.
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5. Millennials Breaking the Myths. (2013, January 1). Retrieved March 11, 2015, from http://www. nielsen.com/content/dam/corporate/us/en/reports-downloads/2014 Reports/nielsen-millennialreport-feb-2014.pdf 6. How Millennials Snack By Age and Lifestyle. (2014, March 26). Retrieved March 11, 2015, from http://www.qsrmagazine.com/news/how-millennials-snack-age-and-lifestyle 7. Millennials and Video Games: Developing Skills for the Future. (2014, June 22). Retrieved March 22, 2015, from http://www.forbes.com/sites/johnzogby/2014/06/22/millennials-and-video-gamesdeveloping-skills-for-the-future/ 8. Makuch, E. (2014, November 19). Xbox One Owners Spent 2 Billion Hours Playing Games In First Year. Retrieved March 13, 2015, from http://www.gamespot.com/articles/xbox-one-owners-spent-2billion-hours-playing-game/1100-6423705/ 9. 25 Direct Marketing Statistics Prove Direct Mail Works. (2014, July 17). Retrieved March 14, 2015, from http://compu-mail.com/blog/2014/07/17/25-direct-marketing-mail-statistics-2014/ 10. Taylor, K. (2014, October 9). Want to Reach Millennials? This Is How They Spend Their Time. (Infographic). Retrieved March 14, 2015, from http://www.entrepreneur.com/article/238294 11. Hungry? Pizza Hut Expands Menu to Two Billion Choices. (2014, November 19). Retrieved March 24, 2015, from http://www.bloomberg.com/news/videos/2014-11-19/pizza-hut-expandsmenu-to-2-billion-choices 12. Bennett, S. (2015, February 12). 7 Reasons Why Your Content Isn’t Connecting With Millennials [INFOGRAPHIC]. Retrieved March 8, 2015, from http://www.adweek.com/socialtimes/millennialcontent-marketing/615053 13. Brandau, M. (2013, August 19). Millennial dining behavior hard to define. Retrieved March 22, 2015, from http://nrn.com/advertising/millennial-dining-behavior-hard-define
27. Pandora Advertising. (n.d.). Retrieved March 24, 2015, from http://advertising.pandora.com 28. AdWords. (n.d.). Retrieved March 24, 2015, from https://www.google.com/adwords/ 29. Transit Shelters. (n.d.). Retrieved March 24, 2015, from http://clearchanneloutdoor.com/ products/transit-shelters/?#digital 30. Advertise through Bus shelter advertising. (n.d.). Retrieved March 24, 2015, from http://www. selfgrowth.com/articles/advertise-through-bus-shelter-advertising 31. Hyder, S. (2014, March 4). Here’s What You Need To Know About Millennials. Retrieved March 24, 2015, from http://www.forbes.com/sites/shamakabani/2014/03/04/here-is-what-you-need-toknow-about-millennials/ 32. Kissell, R. (2015, March 5). Late Night Ratings: NBC’s ‘Tonight Show’ Still Rolling One Year After Jimmy Fallon’s Debut. Retrieved March 24, 2015, from http://variety.com/2015/tv/news/late-nightratings-nbcs-tonight-show-still-rolling-one-year-after-jimmy-fallons-debut-1201447118/ 33. Coffee, P. (2013, August 29). How Do Brands Connect to Millennials, Anyway? Retrieved March 24, 2015, from http://www.adweek.com/prnewser/how-do-brands-connect-to-millennialsanyway/72297 34. Crum, M. (2014, December 12). The U.S. Illiteracy Rate Hasn’t Changed In 10 Years. Retrieved March 24, 2015, from http://www.huffingtonpost.com/2013/09/06/illiteracy-rate_n_3880355.html 35. Quantcast: Measure Advertise. (n.d.). Retrieved March 24, 2015, from https://www.quantcast. com/measure 36. Advertise with Every Door Direct Mail®. (n.d.). Retrieved March 24, 2015, from https://www.usps. com/business/every-door-direct-mail.htm 37. About Us. (2014, January 1). Retrieved March 24, 2015, from http://www.pennapowers.com
14. Perez, S. (2014, August 11). Snapchat Is Now The #3 Social App Among Millennials. Retrieved March 24, 2015, from http://techcrunch.com/2014/08/11/snapchat-is-now-the-3-social-app-amongmillennials/
38. Biernacki, S. (2013, October 14). Pandora and Spotify: What Advertisers Need To Know. Retrieved March 24, 2015, from http://emgonline.com/blog/2013/10/pandora-and-spotify-whatadvertisers-need-to-know/
15. Is this for delivery or carryout? (n.d.). Retrieved March 24, 2015, from https://order.pizzahut. com/home
39. Sternberg, J. (2013, April 28). 13 Interesting Facts Brands Should Know About BuzzFeed Digiday. Retrieved March 24, 2015, from http://digiday.com/publishers/13-interesting-facts-brandsshould-know-about-buzzfeed/
16. Domino’s Home Page - Domino’s Pizza, Order Pizza Online for Delivery - Dominos.com. (n.d.). Retrieved March 24, 2015, from https://order.dominos.com/en/ 17. Papa Johns Better Ingredients Better Pizza. (n.d.). Retrieved March 24, 2015, from http://order. papajohns.com/index.html?site=WEB 18. Most Popular Websites in All Industries ranked by Visits from Selected Segments. (2015, February 28). Retrieved March 24, 2015, from http://clients.us.hitwise.com/reports 19. (https://www.facebook.com/) 20. Donovan, B. (2014, July 17). 25 Direct Marketing Statistics Prove Direct Mail Works. Retrieved March 24, 2015, from http://compu-mail.com/blog/2014/07/17/25-direct-marketing-mailstatistics-2014/ 21. Powell, W. (2014, Novemner 7). Direct Mail Marketing to Millennials. Retrieved March 26, 2015, from http://info.tmrdirect.com/direct-mail-marketing-to-millennials 22. Coelet, R. (2014, September 15). YouTube’s newest insights on teens and millennials Fullscreen. Retrieved March 24, 2015, from http://www.fullscreen.com/2014/09/15/youtube-newestinsights-teens-millennials/
40. Kornowski, L. (2013, November 11). Celebrity Sponsored Tweets: What The Stars Get Paid For Advertising In 140 Characters (INFOGRAPHIC). Retrieved March 24, 2015, from http://www. huffingtonpost.com/2013/05/30/celebrity-sponsored-tweets_n_3360562.html 41. How Much Do Facebook Ads Cost? (n.d.). Retrieved March 24, 2015, from https://www.facebook. com/business/learn/how-much-facebook-ads-cost 42. FAQ FREQUENTLY ASKED QUESTIONS. (n.d.). Retrieved March 24, 2015, from http://www. truckads.com/frequently_asked_questions.htm 43. And Hulu’s Average CPM in 2013 is... (2013, December 19). Retrieved March 24, 2015, from http://www.reelseo.com/hulu-cpm-2013/ 44. Gutelle, S. (2014, February 3). The Average YouTube CPM Is $7.60, But Making Money Isn’t Easy. Retrieved March 24, 2015, from http://www.tubefilter.com/2014/02/03/youtube-average-cpmadvertising-rate/ 45. (http://www.quora.com/What-is-Pandoras-average-CPM) 46. (http://www.flaticon.com) 47. (http://www.freepik.com)
TM
sources
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account supervisor
kelsey meyer
account team
david ederer
account team account team
rachel sipes christina cody
account team
brandon dennis
media planner
david ederer
creative director
anne romer
art director
claire mueller
art director
jessica davis
art director
walter richey
copywriter
sean prindiville
copywriter
julie rechtien
plans book director plans book assistant
monica fogle jessica davis
acknowledgements Our team would like to thank everyone who has taught us, inspired us, and pushed us to be our very best. Specifically, we would like to thank our teachers, mentors, and advisors. Julie Clark, thank you for keeping us motivated, on track, and continuously guiding our team to success. Michael Whitmer, thank you for your always-needed inspirational pep-talk that kept us focused and gave us confidence when we needed it. Finally, thank you to Sally, Susan, and Kristen for the knowledge and support you have given us over the years. Without the help of all of you, this campaign and this book would not have reached its full potential. So from the bottom of our heart, thank you!