Linqia recently released a case study on one of the Influencer Marketing Campaigns that they partnered up with McDonalds on and thought this would be an interesting read as it provides a better insight on how Social Traffic can translate to actual foot traffic in-store.
On October 5th - October 31st, McDonalds ran a Halloween Marketing Campaign with the goal of raising awareness and increasing foot traffic into McDonald's Restaurants.
They partnered up with 20 African American Influencers (on Facebook, Instagram, and Twitter) and each Influencer created long-form blog posts and multiple social posts to promote their "Trick.Treat.Win!" giveaways and Halloween-themed sweepstakes.
At the end of the campaign, their results were:
- 540K Incremental Visits to McDonald's
- 23% Incremental Lift in Store Traffic
- 82.4K Engagements
- 98% Positive Sentiments
If you want to utilize a similar strategy to calculate ROI of Social Traffic in retail, but don't have the $$$ for those enterprise solutions, you can utilize some of these alternative below:
- Mobile Wallet / Geotargeting - There are tons of providers like mWallet, PassWorks, Urban Airship and more that allow you to create Mobile Passes that allow you to retarget people, send push notifications to and track their activity history. If you have Location Beacon setup with it, every time someone comes into the vicinity of the establishment, you can set an action with it such as automated offer notification.
- QR Codes - Another alternative with traffic foot traffic / ROI on Social Traffic is creating a QR Code for each Influencer. They can have their own version of the promo image with the QR Code on it and they can do a muli-image post, so people can swipe right to screenshot the deal and present it to the cashier in-store to scan.