Muse Creative Awards | International Advertising Awards

United States

2019

Noble Roman's: Hand-Crafting A Pizzeria's Recipe For Social Media Success

Entrant Company

Firebelly Marketing

Category

Social Media

Client Name

Noble Roman's Inc.

Sub-Category

Social Media Campaign

Noble Roman's Craft Pizza & Pub features hand-crafted pizzas and a variety of craft beers and wines to choose from. The concept was new, but the brand was not. Noble Roman's (OTCQB: NROM) has been around since 1972—with locations across the United States.

When launching Craft Pizza & Pub as the company's new-generation, stand-alone pizzeria, they wanted a fresh social media marketing approach to help them:

1. Raise awareness of their new restaurants
2. Ensure people have the same "WOW!" experience on social that they provide in their restaurants

STRATEGY

Firebelly audited their social media channels so we could first establish benchmarks for audience growth, brand visibility and engagement.

It also allowed us to identify what they were doing well and what areas for improvement existed. We defined brand voice and developed protocols for addressing guest complaints.

Raising brand awareness
We ran a variety of ads (audience growth, engagement, website traffic), identified optimal publishing times, posted consistently to their social channels, and invited foodie influencers to attend special events so their audiences would be introduced to the brand via a trusted source.

Creating"WOW!" experiences
We ran cross-channel contests and promotions, responded to all messages in a timely manner, and proactively monitored for (and engaged with) brand mentions and photos posted by guests.

Creating social media experiences in the restaurants
Social media experiences were woven into the restaurants themselves. Snapchat Sponsored Geofilters ran in all locations, “Selfie Spots” were installed to encourage visitors to take and share photos with the brand's #CarpePizza hashtag, and “Instagram walls” were added to showcase guest photos.

RESULTS
• 660% growth in audience size
• 3x greater average engagement rate on posts
• 16 foodie influencers promoting the brand
• <1 hour average response time (down from >1 day)
• 100% average response rate (up from 65%)

CREDITS

Chad Richards, Vice President/Firebelly Marketing
Susan Ross, Director of Corporate Communications/Noble Roman's Inc.

Muse Digital Awards Noble Roman's: Hand-Crafting A Pizzeria's Recipe For Social Media Success Muse Digital Awards Noble Roman's: Hand-Crafting A Pizzeria's Recipe For Social Media Success Muse Digital Awards Noble Roman's: Hand-Crafting A Pizzeria's Recipe For Social Media Success Muse Digital Awards Noble Roman's: Hand-Crafting A Pizzeria's Recipe For Social Media Success Muse Digital Awards Noble Roman's: Hand-Crafting A Pizzeria's Recipe For Social Media Success
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