Order Up! How a Pizza Franchise Served 67K Slices of Success in just 29 days

Overview

A national pizza franchise with locations across 35 U.S. states launched a limited-time offer for its seasonal taco-inspired pizza. The campaign, running for just 29 days, aimed to boost online orders at the end of April and capitalize on the cultural relevance of Cinco de Mayo.

To maximize impact, the franchise partnered with Digilant to execute a precision-targeted, full-funnel digital campaign. 

Key audiences included families with children, households of four or more, known retail and CPG pizza buyers, and past website visitors. Additionally, Digilant developed custom geotargeting by calculating an optimal delivery radius around each location, eliminating wasted impressions and focusing spend where it mattered most.

Strategy

Using an omnichannel approach, the campaign engaged audiences across connected TV (CTV), online video, display, social, and native platforms. Creative was tailored per channel and market, with dynamic optimization throughout the campaign window.

A main tactic was building lookalike audiences from purchasers of the previous campaign, helping extend reach to high-propensity new customers. Past campaign data informed budget allocation and creative decisions, such as:

• Shifting spend into better-performing market tiers
• Prioritizing 15-second videos over 30-second formats based on higher engagement and conversion
• Refreshing native ads with lifestyle-driven visuals to better resonate with key segments

These continuous optimizations enabled the team to fine-tune the campaign mid-flight and significantly improve cost efficiency.

Results

Key performance highlights:

• Native ads, while accounting for just 15% of total spend, drove 49% of total orders at an industry-best $2 CPA
• Short-form video (15-second) spots outperformed longer creatives with an 87% video completion rate and a $4 CPA, generating 50% more orders than 30-second videos
• Tier 3 markets—despite smaller budgets—led in conversion rates, revealing untapped growth potential outside traditional high-spend areas.
• Updated native creative increased CTR by 5% and slashed CPA by 52%.

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This high-impact campaign not only met but far exceeded performance benchmarks. By applying data-driven insights from previous campaigns, leveraging channel-specific creative, and optimizing throughout the run, the brand transformed a 29-day campaign into a record-setting success.

With nearly 68,000 orders and a dramatically lower CPA, this campaign proved the power of precision targeting, cross-channel orchestration, and agile media strategy in driving measurable business outcomes, even on a tight timeline.