Driving 7X ROI with a powerful remarketing strategy

Background 

Burger King is a global fast-food chain specializing in flame-grilled hamburgers. Founded in 1954 in Miami, Florida, they now operate a whopping (pun intended) 18,700 locations in over 100 countries worldwide. 

Challenge

In addition to being known for their branding and advertising campaigns, including the iconic “Have It Your Way” slogan and King Mascot, performance marketing is also a top priority for Burger King. As part of their focus on user acquisition and retention, they consistently seek to develop new strategies that encourage customers to download and engage with the Burger King mobile app. In particular, they were looking for new tactics to drive users to activate coupons within the app, to increase customer loyalty and lifetime value (LTV).

Solution

To achieve their marketing goals, Burger King implemented a two-pronged approach. Firstly, the fast food giant used AppsFlyer to measure the effectiveness of their mobile app marketing campaigns and segment their app users into specific audience groups. Targeted audience list creation enabled Burger King to focus their remarketing efforts on inactive users who had previously engaged with their app or had shown interest in their offers.

Burger King also activated TikTok’s App Event Optimization campaigns (AEO) feature, serving targeted ads specifically to the audience that had already installed their app but still weren’t aware of their newest offers, with a focus on driving more coupon activations and increasing the LTV of their active user base.

Results

With these strategies in place, Burger King was not only able to drive a considerable amount of in-app coupon activations, they were also able to hit their profitability targets, activating coupons with a 7x ROI and achieving 20% lower cost per activation (CPA) when compared with other strategies.

The successful coupon activation strategy not only helped us achieve impactful results for Burger King but also upscaled our partnership with AppsFlyer and TikTok into a vital channel to re-engage with our core audience

 Vinicius Ribeiro, Marketing Lead: Acquisition & Performance, Burger King

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