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Leveraging Social Media and Influencer Marketing for Mojo Pizza

Objective:
To increase footfall and online orders for Mojo Pizza by leveraging social media and influencer marketing, specifically collaborating with local food bloggers and running targeted ads on Swiggy and Zomato.

Background:
Mojo Pizza, a popular pizza chain, aimed to boost its presence both in-store and online. The goal was to achieve a 10% increase in footfall and a significant rise in online orders. The strategy focused on harnessing the influence of local food bloggers and utilizing Swiggy and Zomato ads.

Strategy and Implementation:

  1. Influencer Marketing with Local Food Bloggers:

    Identification and Collaboration: Mojo Pizza identified 10 local food bloggers with a strong following and high engagement rates.

    Campaign Design: Each influencer was given a unique promo code offering a 20% discount on Mojo Pizza orders. They created engaging content including Instagram posts, stories, and YouTube reviews highlighting their experience with Mojo Pizza.

    Content Strategy: The influencers posted high-quality images and videos showcasing the variety, taste, and ambiance of Mojo Pizza. They emphasized the unique selling points like special offers, quality of ingredients, and quick delivery service.
  2. Targeted Ads on Swiggy and Zomato:

    Ad Design: Eye-catching banners and video ads were created, focusing on special offers, new menu items, and positive reviews from the influencer campaign.
    Audience Targeting: Ads were targeted at users within a 5-mile radius of
    Mojo Pizza outlets, especially those who had previously ordered pizza or similar fast foods.

    A/B Testing: Different versions of the ads were tested to determine the most effective messaging and visuals.
  3. Integration with Social Media:

    Cross-Promotion: Mojo Pizza’s official social media channels shared and promoted the content created by the influencers. They also ran their own campaigns highlighting the influencer collaborations.
    Engagement: Regular interactions with followers through comments, stories, and direct messages helped build a community around the brand.

Results:

    1. Increase in Footfall:

      Measurement: Footfall was measured through in-store customer counts and the use of promo codes shared by influencers.
      Outcome: There was a 12% increase in footfall across the outlets involved in the campaign, surpassing the initial goal of 10%.

    2. Rise in Online Orders:

      Measurement: Online orders were tracked through Swiggy and Zomato analytics, focusing on the period during and after the campaign.
      Outcome: Online orders increased by 18%, driven by the targeted ads and influencer promotions.

    3. Brand Awareness and Engagement:

      Social Media Growth: Mojo Pizza’s social media followers grew by 20%, with a noticeable increase in engagement rates (likes, comments, shares).
      Influencer Content Performance: Posts and stories by influencers received high engagement, with an average of 15,000 likes and 500 comments per post.

Conclusion:

The collaboration with local food bloggers and the strategic use of Swiggy and Zomato ads significantly boosted both footfall and online orders for Mojo Pizza. The campaign not only met but exceeded the set objectives, demonstrating the effectiveness of combining influencer marketing with targeted advertising on popular food delivery platforms. 

Future Recommendations:

  • Long-term Collaborations: Continue to build relationships with local influencers for
    ongoing promotions. 
  • Seasonal Campaigns: Run similar campaigns during festive seasons or special events
    to maximize reach and engagement.
  • Feedback Loop: Regularly gather and analyze customer feedback to refine and
    improve future marketing strategies.

This case study highlights the power of influencer marketing and targeted online ads in driving tangible business results for Mojo Pizza.