Roy Rogers Restaurants Social Campaign

12 Days of Roy’s 

Summary

In an effort to drive store visits to Roy Rogers during the busy holiday season, Maroon PR developed a traffic-driving promotional campaign that was executed through social media, email and a small social advertising budget. Maroon PR managed everything from concept development to creative and targeting strategy.

This campaign was just one element of Maroon PR’s ongoing digital strategy and social media management efforts for Roy Rogers. In 2018, Maroon PR increased Twitter engagement by 49% and Instagram engagement by 80% from the previous year. 

 

Redepmtions

Email Opens

Social Media Impressions

The Campaign

In an effort to drive customers to Roy Rogers locations during the holiday season and as a way to provide a giveback to fans, Maroon PR developed a 12-day promotion campaign deemed, the 12 Days of Roy’s. The campaign was designed to accomplish a several goals important to the Roy Rogers marekting team –  drive redepmtions, highlight the breadth and variety of their menu & provided incentive for fans to visit Roy Rogers digital channels daily. 

During the campaign, participating Roy Rogers® locations offered exclusive daily deals on select food and beverage items from December 10 – December 21. A few “fan favorite” offers from the year were brough back, along with new specials that customers could enjoy all day long, including offers on sides, drinks, breakfast items and the Roy Rogers’® classics. All offers were announced each morning on the Roy Rogers® social media channels as well as on the Roy Rogers® website, and made available for dine-in only. 

Results

The campaign reached all goals set forth, receiving with the promotions reaching 3,000 redemptions across Roy Rogers locations. This campaign was just one element of  Maroon PR’s ongoing digital strategy for Roy Rogers and their 50+ locations. Maroon PR handled the campaign entirely – from creative execution to social posts and ad management.

203,000+ social media impressions

2,000+ social media engagements

35,000 email opens

6,000 link clicks

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