The Product
Originating in South Africa, Nando’s has restaurants in 23 countries, and employs more than 34,000 people. It is a fast-casual restaurant company specializing in spicy PERi-PERi chicken and sauces (PERi-PERi chicken being the heart and soul of Nando’s). Over the 28 years since its founding, Nando’s has managed to cater and market themselves successfully to different social demographics.
Objective
The objective of the digital campaign was to increase the brand’s overall reach in certain Indian cities.
Target Audience
The campaign’s target audience was men and women between the ages of 18-45 years.
Geography
The campaign was run in Punjab, Haryana, Chandigarh, Karnataka, Uttar Pradesh, and Delhi.
Challenge
The challenge was to filter out people, who-
- Use Online food delivery services
- Enjoy fast food
- Prefer mid and high-value goods in India
- Are engaged shoppers
- Are cooking/food enthusiasts
- Dine out frequently
- Like eating chicken, burger and grilled food
Approach
While selecting the advertising platforms and keeping the objectives in mind, the following were some of the factors that were considered:
- Since the objective was to increase the overall reach of the brand, the target audience was kept between the ages of 18-45 years.
- Firstly, for targeting this age group, those platforms should be used that offer better opportunities for establishing brand awareness, and also have the people of this age group on it.
- Secondly, the public should have an inclination towards food. They should be either food enthusiasts or into food blogging and online ordering.
- Considering both these factors, the platforms decided were Google, Youtube and Facebook.
Solution
Keeping the approach and objectives in mind, and based on the past campaign execution experience, the following were the digital platforms that were suggested:
- Google Display – Google display advertising is considered as the cornerstone of a digital marketing strategy, you can reach out to your targeted audience on your niche websites, apps, games or wherever your ad can appear through AdWords. It offers targeting options like age, geo, profession, etc. Hence, Google display ads helped the brand to target the audience by custom intent which helped in driving the awareness as well as the website traffic to Nando’s.
- YouTube– YouTube is the biggest platform for watching long and short video content which has a high popularity among young adults and adults alike. the platform has also become the top choice when it comes to food blogging and is widely used by food enthusiasts. Hence video ads of the brand were run on YouTube so as to directly target the relevant audience.
- Facebook- Facebook is one of the most powerful platforms to reach out to the maximum number of audience. It’s high in reach and one of the most used social media platforms where people spend most of their spare time. Also, it has relevant targeting options like Geography, interest based, etc, which makes it an effective platform for making the targeting more personalized. Hence this platform was used to target people who like ordering food or eating out and are interested in dishes like chicken, burgers, or both.
Campaign execution (creatives)
The brand came up with interesting and compelling ads, some of which are as follows-
Results
The campaign resulted in an 80% increase in reach.
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