Piloting Hyperlocal Social Campaigns for Papa Johns
The Problem
Papa Johns wanted to connect with younger audiences (18–35) and strengthen sales across its franchises. Traditional advertising was failing to resonate. The challenge was to make brand messaging feel local, personal, and relevant to individual communities.
The Idea
We identified hyperlocal content on Facebook as the opportunity. A three-month pilot tested the approach, using a mix of paid and organic activity.
Key tactics included:
Video posts that sparked conversation
Polls to drive interaction
Targeted content tailored to each franchise community
The pilot demonstrated strong engagement, leading to a refined Phase Two strategy with even more targeted posts.
The Outcome
Surge in followers across local store pages
Higher engagement levels compared to national brand content
Strengthened Papa Johns’ social footprint at the community level
A scalable, hyperlocal model for future engagement and sales growth
FAQs
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What challenge did Papa Johns face with its advertising?
Traditional campaigns were failing to resonate with younger audiences and did not feel relevant at the community level.
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How did Ideas + Outcomes test a new approach?
Through a three-month hyperlocal Facebook pilot using targeted video posts, polls, and community-specific content.
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What results did the pilot deliver?
A surge in followers, higher engagement than national brand content, and stronger local community connections.
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How did this work support Papa Johns’ future growth?
It created a scalable hyperlocal social model to drive long-term engagement and sales across franchises.