Miller & Carter Restaurants

Description

SWC was asked to produce an integrated campaign to launch the new loyalty app for Miller & Carter steak houses; part of Mitchells & Butlers Plc.

Our task was to develop a campaign creative theme that could be integrated across owned, earned and paid channels. The aim of the campaign was to drive as many downloads as possible through incentivising customers with an attractive promotional offer. 

Challenges

To position the app in a way which would increase occasion frequency for the restaurant, incentivised by a loyalty mechanic.

To create impactful and engaging content to showcase the app launch and promotion.

To successfully position the brand in-line with its premium brand offering.

Solutions

Targeting customers on and offsite over 110 owned restaurants, to influence along the customer journey, which was achieved through the creation of key marketing materials across all touch points.

Utilising owned channels to communicate the app launch, through the website, email, 3^rd parties and social media, which included the creation of interactive formats such as Instant Experiences.

Creative campaign theme development and production of all on and offline campaign assets, for an integrated campaign.   

Impact

Achieved ‘Top 10 Downloads’ in both Apple App Store & Google Play Store.

Smashed download KPI targets in the first week of launch and achieved double the KPI target within first 10 days of launching; exceeding forecast figures and all historical app launches across the Group.

Huge increase in customer visibility and behaviours.