As AOR and lead agency, we lead brand strategy and creative across all channels and coordinate the brand’s activity with other agency partners. During initial research, our insights were based on the changing snacking habits of millennial consumers. Our opportunity was to position White Castle’s slider fare as “Snack Nation’s Little Hero.” Under an umbrella brand theme (“The Crave Is a Powerful Thing”), we were first to market with an “Anything, Anytime” offer—anything on the menu available anytime of the day. The campaign included TV, online video and audio, paid and organic social, SEO, affiliate and retargeting, display, mobile, email, a native content partnership, outdoor and point-of-sale.
To drive regional profitability for White Castle’s campaigns, we use big data and agile analytics to model historical activity by week, region and channel. The data provided key insights into which markets were more/less responsive to media and which channels were most effective by market. We utilized those insights in plan development to share dollars across markets and channels.
Resulting in 7.3% growth in sales YOY vs category YOY average of 1%. As well as a 14% gain in sales contribution of media, digital and social, driving new demand.
White Castle Anything, Anytime™