INDEXresearch creative

media

1 executive summary2 research overview3 swot analysis4 competitive analysis5 millennials6 target analysis

7 creative brief8 made to share campaign10 social media11 online platforms12 app redevelopment14 promotions

As the world’s largest pizza company, Pizza Hut is a household name for families and friends who enjoy America’s favorite food. Since the first ever online order in 1994, Pizza Hut has been at the forefront of digital ordering. It surpasses the industry in its social media presence, ordering options, and menu choices. Pizza Hut recognizes the importance of capturing the tech-savvy, social millennial generation to be the top choice for digital orders. To strengthen Pizza Hut’s brand reputation to this demographic and increase online sales, Pizza Hut must improve its digital experience to engage its millennial customers. Our team has dits digital experience to engage its millennial customers. Our team has devised an innovative method for Pizza Hut to connect with its customers and boost digital sales.

Pizza Hut offers a distinct menu and a variety of easy-to-use ordering platforms. However, our research of the target market demonstrated a lack of awareness of Pizza Hut’s brand and its services. Customers struggle to distinguish the Pizza Hut name and its digital capabilities from other competitors. Our campaign focuses on integrating social media into Pizza Hut’s digital ordering experience in a way that engages our customers in sharing that experience.

ThThrough our research, the target audience overwhelmingly told us that pizza is their favorite food to share with peers. As a result, our campaign message ‘Made to Share’ conveys to millennials that Pizza Hut offers experiences made to be shared with others. It encourages customers to order on Pizza Hut’s digital platforms, connect to their social media, and share their Pizza Hut moments with friends and family. This furthers the awareness of Pizza Hut’s Flavor of Now and distinguishes the Pizza Hut brand as a shared, connected, and advanced digital experience.experience.

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18 media strategy19 media schedule20 campaign evaluation21 citations

executive summary

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647 quantitative surveys

53 written interviews

35 states

102 research articles

RESEARCH objectives

Our team sought to gain a comprehensive understanding of customers and their pizza habits, preferences, and ordering methods. We wanted to know how customers spent their time, how they used technology and social media, and when and how they ate pizza. Our team surveyed individuals in 35 states, ages 14 to 64+. states, ages 14 to 64+. We then focused our research by analyzing 557 interviews from the target market ages 18 to 34 to develop our insights. We looked at secondary research articles and market data to supplement our analysis with industry knowledge of the consumer and further grasp the financial and technological state of the pizza industof the pizza industry.

methods

COMPETITIVE OVERVIEWHow does Pizza Hut compare with other pizza chains and smaller pizzerias in the industry? As the largest pizza chain in America, Pizza Hut is a well-recognized brand among millennials. We found the target market consistently identified Pizza Hut as one of the first companies to come to mind when thinking about pizza. However, respondents did not know of Pizza Hut’s capabilities in digital ordering though they recognized competitor’s services such as Papa John’s rewards programs and Domino’s digital features.

strength weakness

opportunities threats

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Pizza Hut excels in its social media presence, but must expand its marketing to inform customers about its deals, new Flavor of Now menu options, and many digital ordering platform capabilities. In our research, we found millennials lacked knowledge of Pizza Hut’s current presence and offerings. Only 38% of respondents knew of Pizza Hut’s mobile app and only 7% knew of Pizza Hut’ Xbox and Hulu ordering capabilities.

COMPETITIVE ANALYSIS

“For late night pizza, no one brings up Pizza Hut. I’m pretty sure there are

none on campus”-Melissa Chen, 18

(there are 2 on her campus)

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MILLENNIALS & PIZZA

Yes 36%

Tried to, but couldn’t 2%

No 62%

have you ever ordered food with an app?

pizza ordering situations

49%

23%No Groceries

27%Watching Sports

37%Late at Night

62%With Friends

Don’t Want to Cook

56%On Weekends

Millennials ages 18-34 order pizza in groups, with friends and with family. They enjoy sharing their experiences with others and on social media. 64% of millennials use more than one social media platform.

5

Great apps “[are] easy to use and allow you to connect with people...”

65% heavily consider discounts when deciding

where to order

According to Barkley,60% of millennialsshare web content

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Despite all holding the same values for social interaction and content sharing, there are enough differences within millenials 18-34 to merit creating three market segments:

James is a 19-year old undergraduate student majoring in computer science. He spends his weekdays attending classes in the mornings and participates in extracurricular activities in the evening. On the weekends, he likes to relax and spend time with his friends- both in person and in game lobbies. He orders pizza when friends visit his apartment to play Xbox, watch a game, or simply hang out; but itout; but it’s never easy getting someone to front the bill.

Sam is 26 years old and engaged. He didn’t attend college and works as a real estate agent. He and his fiancé have a busy, adventurous lifestyle and often don’t have time to buy groceries or make food. With his phone always in hand, Sam is constantly keeping up with his friends’ activities and social networks through the respective apps. At times, his work gets so busy he doesn’t have time to call ahead for an oahead for an order, and would benefit from an easy, convenient ordering platform while on-the-go.

Sarah is a married 31-year old with a 3-year old child. She streams her favorite R&B music at her 9 to 5 job, picks up her child after work, and goes home to prepare dinner for the family. Some days she makes home-cooked meals, but often times she simply doesn’t have the energy. When she wants something quick and satisfying after long work days, she struggles to order everything her family wants without conwithout convenient access to a menu. She wants a simple digital platform that rewards her for her frequent purchases.

segment 1: shares with friends

segment 2: keeps it close

segment 3: brings it home

TARGET ANALYSIS

CREATIVE BRIEFthe opportunityCreate top-of-mind awareness and increase digital sales in the target segment by fulfilling Millennial desires for sharing, convenience, and variety. Papa John’s and Domino’s currently lead the market with their digital ordering experiences. Pizza Hut can distinguish itself from competitors as an engaged brand built on the shared pizza experience, offering customers new Made to Share platform features with easy digital ordering and a variety of delicious flavor choices.

Pizza is meant to be shared and this campaign invites millennials to share Pizza Hut on their social media and through Pizza Hut’s ordering platforms. With Pizza Hut’s Flavor of Now Menu and advanced digital services, customers will be able to share their own exceptional pizza experiences with friends and family. New features will include Slice Pay, Hut Lover Rewards, Trending Pizzas, and social media account pairing. Customers will discover how Pizza Hut is Made to Share.

our promiseOffer convenient, multi-channel ordering features that enable millennials to share their unique experiences and Pizza Hut’s unique flavors.

reasons to believe

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the campaign:Commercials will show the connection between capturing a shareable moment with a phone and ordering Pizza Hut from the same device. A series of video ads will display moments shared by each target segment, ranging from big moments like a parent watching their child’s first steps to everyday moments like a student doing well on an exam. Each of these events are followed by the shared experience of pizza, easily ordered on Pizza Hut’s digital platforms. Non-video ads will zero in on the exact “moment within the moment.” A millennial might not remember watching watching every play of a football game, but will remember sharing the excitement of his home team’s win with the people around him.

the idea: The most important moments in your life are shared with others. With this new campaign, we will connect the emotions of shared experiences with the experience of eating pizza.

So what is shared?Millennials share music, culture, passions, ideas, and food, but most importantly they share their experiences. They love to share.

But what makes a moment worth sharing? The Made to ShaThe Made to Share campaign captures the excitement of these moments and memories, ties it with the Pizza Hut brand, and encourages customers to share with others. The reality is that every moment is special - big or small; and Pizza Hut will be there to celebrate past moments and create new ones.

The campaign for digital sales sThe campaign for digital sales says as much about the pizza as it does the consumer: they were made to share. Now more than ever, our target has the tools to perfectly voice their experiences. With our direct tagline and sales tactics, Pizza Hut will build a brand image that is as authentic as the memories it helps create.

MADE TO SHARECAMPAIGN

STORYBOARDmade to share commercial // :30

Dawn, a 30-year old mom comes home from a long day at work. Her husband, Samuel, and 14-month old daughter, Sydney are reading a book and playing with blocks.

Dawn comes home to greet her family, and to their surprise, Sydney walks for the first time!

The family is excited about this memorable moment that theywant to share with their friends and family.

Dawn decides to order Pizza Hut through the app to celebrate the occasion, while Sam texts his brother and his girlfriend tocome and celebrate.

They arrive at Dawn and Sam’s house and praise Sydney foraccomplishing this milestone.

The family shares and enjoys the Pizza Hut they ordered and spend a nice evening together reminiscing and celebrating.

Pizza Hut will promote their #madetoshare campaign while promoting their app through this commercial.

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SOCIAL MEDIAtwitter, facebook, instagram

snapchat

Pizza Hut will disseminate information, promote content, and sponsor advertisements about Pizza Hut contests, events, and menu offerings on these social media sites. Advertisements will be placed prior and during Lollapalooza and San Diego Comic-Con to generate interest and awareness about the events among the target demographic. These platforms will effectively reach our target demographic, encourage ordering across all of Pizza Hut’s platforms, and create lasting impressions of Pizza Hut’s Made to Share brand.

We will sponsor stories throughout the Lollapalooza festival and San Diego Comic-Con Events. This will highlight our sponsorship and presence at each event, boost Pizza Hut’s brand awareness on social media, and reinforce our Made to Share message by by featuring the consumer’s personal, authentic experiences on a nationwide scale. We will also create geo-filters around the sponsored tent so consumers can share their photos and videos with the Pizza Hut logo.

ONLINE PLATFORMStwitch

youtube

57% of Twitch users are ages 18 to 34, and Twitch reaches half of millennial males in America. Advertising on Twitch will create numerous impressions of Pizza Hut’s Made to Share campaign message. We will place banner, leaderboard, and square advertise-ments along with a promoted tile on the Xbox home screen. The advertisements will push our upcoming presence at San Diego Comic-Con. Through these placements, Pizza Hut will build its association and increase knowledge with Xbox to increase sales on that specific platform.

Throughout the campaign, Pizza Hut’s YouTube account will feature the same video advertisements displayed on other platforms. We will showcase the #MadetoShare contest submissions, as well as videos taken during the promotional events. In August, prior to the launch of the #MadetoShare contest, Pizza Hut will buy out a masthead position to raise awareness about the mobile app’s new features and Pizza Hut’s digital ordering options.

display bannersOn desktop, mobile, and tablet sites, banners across news media sites will extend the Made to Share message to all pizza consumers.

Video advertisements will appear on online TV streaming sites including ABC.com, CWTV.com, NBA.com, NBC.com, USA.com, and Hulu, featuring short and long video content on the Made to Share campaign message and the Pizza Hut digital experience. These sites host widely viewed content and the current most popular television series. The high millennial traffic on these sites will allow us to create numerous impressions.

online televison

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slice pay

MOBILE APPREDEVELOPMENT

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Pizza Hut’s current app provides an easy-to-use, pizza ordering platform. With the Made to Share campaign, the app will transition into a sharing tool, furthering the element of customization that The Flavor of Now has already implemented.This move will also create more utility for its users ordering in groups. WWe will transform the app to include tools for customers to share their Pizza Hut moments. New features include: “Slice Pay”, a referral program, Hut Lover Rewards, and the “Trending Pizza”. The features will also be available through Pizza Hut’s Xbox and online ordering platforms. With the updates, Pizza Hut will distinguish itself from competitors as a brand that offers a unique, shared, digital experience.

trending pizza

hut lover’s rewards program

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referral program

MADE TO SHARE CONTEST

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The Made to Share Contest is a digital competition that centers on customers telling their own stories and creating short videos that reflect the Made to Share message and showcase the variety of Pizza Hut ordering platforms.

The contest will begin after Labor DThe contest will begin after Labor Day, building off of the momentum from the San Diego Comic-Con and Lollapalooza promotional events. It will run until November 15th, avoiding interference with regular holiday advertising. For eligibility, contestants must create a 15-second video that captures a moment they believe is worth sharing and include the Pizza Hut digital ordering platforms or features, as well as the tagline: “What’s your #MadeToShare moment?”. The top 10 ads will be posted to the Pizza Hut website and the online community will vote for the one ththey like best.

The contestant with the most votes on the Pizza Hut website will be rewarded a $20,000 cash prize, and their ad will be marketed and promoted on all Pizza Hut digital channels.

EVENTS:

SAN DIEGO COMIC-CON TENT

The San Diego Comic-Con and Lollapalooza events will launch Pizza Hut’s Made to Share campaign, creating engaging opportunities and experiences for millennials to share on social media.

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According to our research, current consumer knowledge of Pizza Hut Xbox ordering capabilities is low. Co-sponsorship with Xbox at the San Diego Comic-Con will showcase Pizza Hut’s unique ordering option through the Xbox console. Furthermore, it provides an opportunity to introduce Pizza Hut’s promoted tile on the XbXbox system. San Diego Comic-Con sees over 130 thousand fans each year and according to Eventbrite, 49% of Comic-Con attendees are ages 18 to 30. Pizza Hut will be present in the Xbox Lounge and gamers can relax and play Xbox while sharing Pizza Hut pizza. Gamers can also win promotional codes to use on Pizza HutHut’s digital ordering platforms by winning Xbox video game competitions.

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EVENTS: LOLLAPALOOZA

the hut

According to Nielsen’s Music 360 report, “76 percent of festivalgoers say they feel more favorable toward brands that sponsor a tour or concert, and 51 percent of all consumers feel this way.” Lollapalooza is one of the nation’s largest music festivals each year, with over 300 thousand individuals in attendance the past two years and 77 percent of attendees between the ages of 18 and 34. Pizza Hut will strengthen its presence among its target audience and connect its brand with the exhilarating and bold atmosphere of large music festival events. Pizza Hut will also create experiences thexperiences through its Scavenger Hut event for millennials to share with friends.

Pizza Hut will set up a tent on the Lollapalooza site for festivalgoers to engage with the brand throughout the weekend. Inside the tent, photo booths, pizza ski ball, and Flavor of Now taste testing will further customer interaction, allow for instant instant feedback, and promote social media sharing about the Pizza Hut experience. There will also be prize giveaways of Pizza Hut frisbees, fans, water bottles, sunglasses, and t-shirts.

LOLLAPALOOZASCAVENGER HUT

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The Scavenger “Hut” will be an experiential and digitally interactive event for our target market at one of the nation’s most popular music festivals, Lollapalooza. The contest will run and launch off of Twitter. Pizza HutPizza Hut’s Twitter account will broadcast missions and clues for the social media scavenger hunt throughout the three-day festival at Grant Park. Participants will need to snap a photo of themselves after they discdiscover the clue and hashtag, follow, and mention Pizza Hut in their tweet. Once participants find a clue of complete a mission they can head to the Pizza Hut festival tent to claim their prize and enjoy the other activities in the tent. This will activities in the tent. This will encourage a larger following in the Chicagoland area and raise awareness among the participant’s followers as the participant's tweets appear on their news feed creating digital ‘‘word-of-mouth’ marketing for Pizza Hut.

Winners will receive: First (5) groups (max. 5 people/group) to complete the hunt successfully will be upgraded to VIP shows. Next (10) groups will win $50 promotional codes to redeem on Pizza Hut’s digital ordering platforms, and the next (100) groups will receive Lollapalooza/Pizza Hut t-shirts.

MEDIAmedia objectives

We will focus advertisement placements strictly on digital platforms as opposed to traditional media to reflect industry data regarding millennial habits. We will strategically place ads where we know our target market is looking and will create opportunities for consumers to engage with the brand. Advertisements will be concentrated around times when millennials order pizza, at nights and on the weekends. The reach will be about 60% of the universe target market with an average frequency of ten impressions.

Pizza Hut will utiliPizza Hut will utilize its strong presence on social media platforms to reach its target market. With 139 thousand Instagram followers, 1.1 million Twitter followers, and 22.2 million Facebook likes, advertising material on Pizza Hut’s brand accounts will create numerous impressions of its new digital features and the Made to Share experience.

media strategy

Xbox Promoted Tile & Music Streaming

other platforms$3,374,800

Twitch, YouTube, Online Television, & Display Banners

online platforms$11,414,200

Twitter, Facebook, Instagram, & Snapchat

social media$11,309,900

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MEDIA SCHEDULE

Facebook $748,000Online Music Streaming $319,920Local Radio $397,200Snapchat $1,125,000Twitter $116,550

BUDGET

Snapchat $1,125,000Twitch $328,000Twitter $116,550

JUL AUG SEP OCT NOV DEC

LOLLAPALOOZA

SAN DIEGO COMIC CON

MADE TO SHARE CONTEST

Facebook $2,840,000Instagram $1,987,000Online Music Streaming $319,920Twitter $116,550YouTube $750,000

ONLINE

ABC.com $717,700CWTV.com $717,700NBA.com $717,700NBC.com $717,700USA.com $717,700Hulu $717,700DisplDisplay Banners $5,280,000

SPONSORED MEDIA

Facebook $1,569,600Instagram $1,216,000Online Music Streaming $959,760Twitter $349,650Xbox $1,378,000YouTube $750,000

Facebook -Instagram -Twitter -YouTube -

OWNED SOCIAL MEDIA

26,098,900 19

CAMPAIGNEVALUATION

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MEDIAOTHER ASSOCIATED COSTS

Production (radio, video, digital, print, photography, OOH) $2,000,000 Promotions (sponsorships, Lollapalooza, Comin Con) $500,000 Contests (prizes, submission reproduction) $500,000

$3,000,000

TOTAL BUDGET $29,098,900

Lutz, A. (2014, August 7). Pizza Hut Is Having Serious Trouble Capturing American

Diners. Retrieved March 27, 2015, from http://www.businessinsider.com/piz-

za-hut-sales-declining-2014-8

Pizza Hut Rolls Out 'Game Changer': Pie With Imperfections. (n.d.). Retrieved March

27, 2015, from http://adage.com/article/news/pizza-hut-launches-reformulat

ed-hand-tossed-pizza/291111/

TTassi, P. (n.d.). And So It Begins: Order Pizza Hut via Xbox Live. Retrieved March 27,

2015, from http://www.forbes.com/sites/insertcoin/2013/04/23/and-so-it-be

gins-order-pizza-hut-via-xbox-live/

Twitch.tv's audience profile on Quantcast. (n.d.). Retrieved March 27, 2015, from

https://www.quantcast.com/twitch.tv

The 2014 Pizza Power Report. (n.d.). Retrieved March 27, 2015, from

http://www.pmq.com/December-2013/Pizza-The-2014-Pizza-Power-Report/

Barrett, L. (n.d.). Retrieved March 27, 2015, from http://www.pmq.com/December-

2012/Pizza-Power-2013-State-of-the-Industry-Report/index.php?cparticle=2

Brand of the Day: Pizza Hut Wants You to Know Italians Hate Its Pizza. (n.d.).

Retrieved March 27, 2015, from http://www.adweek.com/news/advertising-brand

ing/brand-day-pizza-hut-wants-you-know-italians-hate-their-pizza

The The Fall of Pizza. (n.d.). Retrieved March 27, 2015, from

http://www.qsrmagazine.com/competition/fall-pizza?page=3

Inside Pizza Hut's Saucy Rebranding. (2014, November 19). Retrieved March 27,

2015, from http://www.fastcodesign.com/3038752/inside-pizza-huts-saucy

citations

The Bloomington Ad Agencyis an Indiana-based advertisingand public relations agency. Ourteam works as a collective tocreate innovative and effectivecampaigns for our clients.

Craig Wood The Summerville Family

special thanks

Lauren Kaindl Jane WangStephanie Chen Stuart Summerville

media team

David Murhling Lisa Hernandez Brielle DrelickJane Wang Meghan Wynne Ryan Dolan Casey Fielder Stephanie Chen Sheila GuoMackenzie Thompson Debbie Estrada Lobo Naomi Zhao Sam Stegall

creative team

Stephanie Chen Jocelyn Rausch Jane WangNicolo Satryan David Murhling Nick Vance Stuart Summerville Michaela Ullrich Jake ForrestalLauren Kaindl David Eidelberg Lisa HernandezJaron Kaufman Brielle Drelick

research team

The collective work from both organizations has been instrumental in thecreative, innovative, and successful execution of this campaign.

ACKNOWLEDGEMENTS

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