Papa Gino's COVID Social
Challenge
After reinvigorating the Papa Gino’s brand and helping return the beloved New England institution to its glory days, everything was going perfectly as planned. Then the coronavirus hit. The world as we knew it changed, and pizza was the last thing on people’s minds.
Solution
At a time when people sought comfort at home, we provided them with easy access to the ultimate comfort food — pizza — along with relevant and engaging content as well as charitable initiatives to support the greater New England community. What could have been a dire situation was the complete opposite, as we were able to quickly adapt to the rapidly changing world and connect with our customers in a meaningful way. Creating the ultimate work from home kit for Papa Gino’s fans (Zoom backgrounds). Kid's activity book, social videos, promotional posts. Custom illustrations informed guests with important in-store safety and delivery procedures, Our Pizza My Heart campaign encouraged followers to nominate their local front line heroes for a free pizza delivery, which resulted in over 480 pizza donations to local heroes. Engagement rates increased through Facebook & Twitter polls.
Results
Over 140 assets created in 42 days (and counting!) Promotional posts with over 4,000 promo code redemptions. 90% Increase in Average Engagements. 480 Pizzas Donated to 25+ Hospitals. 2.30% Average Engagement Rate.
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