Honey Dew Boosts Store Visits

Honey Dew wanted to find a media platform to run CTV and display ads for its annual BOGO campaign — one with store tracking capabilities without certain impression thresholds. The QSR chain hoped to pair the CTV and display ads with other channels to drive targeted demographics to its chosen store locations during a one-month flight. The goal of the campaign would be to entice visitors to come to its stores to earn a $5 store gift card in return for buying a $25 gift card.

Honey Dew turned to Mediaworks, its media agency, and Goodway, its digital media execution partner, for help with this campaign. Together, Mediaworks and Goodway analyzed different platforms to help Honey Dew reach its goals. Honey Dew chose GroundTruth, a media platform that met its desired qualifications, based on our strategic recommendations. From November 24 to December 24, Mediaworks and Goodway ran 15-second CTV ads with QR codes that went to Honey Dew’s store locator landing page. We leveraged GroundTruth’s location-based audience targeting, behavioral audience targeting and zip code targeting capabilities. Meanwhile, we ran a robust campaign consisting of display, Meta, TikTok, Hulu and YouTube ads.

The one-month campaign increased brand awareness and influenced store visits with key audience segments including known shoppers that were moms, millennial parents, commuters and young drivers. At the end of the campaign, Honey Dew saw a 96% video completion rate, 904k impressions and a 74.2k reach on GroundTruth’s platform. Impressively, the campaign drove over 600 visits at a visitation rate that was 3x over the industry benchmark. Honey Dew also identified when the video completion rate (VCR) was highest and when the visitation rates would increase rapidly — as well as which target markets were most likely to visit their stores after seeing an ad. Based on the success of the BOGO campaign, Mediaworks and Goodway continue to tap GroundTruth for other campaigns.