Williamsburg Pizza

Williamsburg Pizza Brings NY Slices To Omaha

Client Overview:

This beloved New York pizza chain – one of Alphageek’s earliest clients – came to us with a challenge. They were opening a store in the owner’s hometown of Omaha.

Our job was to support their launch via Paid Social – helping with recruitment, building awareness, and ultimately driving orders.

 

The Challenge:

While the Williamsburg Pizza is a household name in New York, they were an unknown quantity over 1000 miles away in Omaha. Our challenge was to adapt the ToV of a big city brand to the Midwest, while importing the hype gained over years of accolades in NY.

 

The Strategy:

Audience profiling and analysis was key to our preparation for the campaign, as we were targeting a totally different audience to our successful New York campaigns for the brand.

Analysis of purchaser behaviour in the city’s hospitality industry highlighted stay-at-home mums and college students as key decision makers when it came to pizza purchasing.

A Multi-stage launch plan featuring a recruitment, awareness, and conversion phase allowed us to help staff the restaurant, create hype among the general populace, and fill the store once the restaurant opened. We employed Alphageek’s tried-and-tested strategy previously used with The Island Quarter and tamatanga.

Diverse content including a custom launch video celebrating the brands homecoming helped to put hype behind a relatively unknown brand.

We put media spend behind Omaha-based influencers and press appearances to bolster the brand’s local credentials – connecting our ad audiences with well-trusted voices.

 

 

The Results:

The campaign exceeded benchmarks for digital performance:

Engagement Rate: 31.66%

Video Retention Rate: 30%

Click Through Rate: 3.36%

However, these stats would have been meaningless if they hadn’t translated into a successful launch.

Thankfully, the restaurant’s opening was accompanied by queues around the block and great reviews. To this day, Williamsburg Pizza Omaha features on lists of the top pizzas in the city!

 

Key Takeaways:

• Audience research is essential for success, especially in new territories.
• Utilising local creators and authoritative voices can give a rapid boost to a new brand’s affinity.
• For brick-and-mortar launches, consider the developing role of Paid Social as you work towards opening day.