Success story: ETM
ETM has a collection of eclectic venues across London. They’ve taken their passion for creating unique, exciting venues and opened more than 14 sites including aspirational rooftop bar Aviary, high energy premium sports pubs Greenwood, Long Arm and Broadleaf and heritage dining pub restaurants – The Jugged Hare and Chiswell Street Dining Rooms.
The challenge
One of ETM's venues, The Jugged Hare prides itself as London’s leading game gastro-pub. Always thinking outside the box and pushing the boundaries to deliver a game-changing drinking and dining experience for its customers With the seventh season of Game of Thrones launching (with over 10 million viewers), The Jugged Hare leveraged its game credentials to launch a Game of Thrones evening, aptly named ‘A Feast of Thrones’ in April 2019. The brief was very clear. "Attract a new audience to The Jugged Hare and open up Gourmet Nights to new audiences."
Our insights
For personalised marketing campaigns to be successful, they have to start with sound research. 71.9% of the Game of Thrones (GOT) audience are aged 18-29. 18% are in the 30-44 bracket, 8.2% under 18 and 1.9% over 45. Males were shown to dominate the audience viewing figures at 81.8%, females at 17.3% and 0.9% listed as other. Using our Connectors, we reviewed the GOT’s audience demographic against The Jugged Hare’s customers database, which revealed some interesting findings. 39% of the brand's audience are aged 25-35, 38% are aged between 35-55, with 62% male and 38% female.
When analysing the rich data captured through on-site Facebook logins and the pages customers liked, we discovered that the Jugged Hare had a database of over 1,000 hard-core GOT fans, of which 44% had logged into Facebook via the brand's WiFi to view information on the series. Looking deeper, we found there were four separate GOT pages that were amongst the most liked. We then matched all the users that had liked these pages and created a targeted segment. Having introduced the Jugged Hare to the new Facebook ads integration feature, we were able to create a target segment which we then pushed directly into ETM’s Facebook ads as a new audience.
Our solution
We were able to review the GOT’s audience demographic against The Jugged Hare’s customer database to discover key audience figures to target as part of the promotional campaign. 80% of the brand's customer base login to the Wi-Fi via Facebook. Through these logins, we were able to source 1,000 hard-core GOT fans, whilst also discovering that 44% had logged into Facebook via the brand's Wi-Fi to view information on the series.
Having such intrinsic data enabled us to successfully run a targeted Facebook campaign aimed at this audience. Based on previous promotions of this nature, the promotional period for this type of event is usually 4-weeks to hit capacity. However, due to the success of the campaign, the event sold out in 2-weeks, leading to a second date announcement, which also sold out.
