Targeted digital approach sees Eagle Boys halve its media spend but achieve better results

Pizza chain Eagle Boys cut its media spend in half for its latest digital campaign, yet saw improved results after adopting a more targeted approach, according to its retail general manager.

Nick Vincent said the company “learned a lot” from its first Mad Minutes campaign – which offered cut price pizzas during a limited time each day for two weeks – and drastically reduced its media spending in the second wave of the digital push.

The savings came after Eagle Boys scrutinised where it’s online traffic was coming from and directed its budget to those areas.

“The first Mad Minutes campaign was a test and we did quite a hefty digital advertising campaign. But we learned a lot and in the second push we became more efficient in our media buy,” Vincent said. “We became more targeted and as a result spent half what we did in the first campaign and achieved better results.”