Case Study: Lit – A Fast-Food Restaurant’s Journey to Growth

Project Overview

Lit, a fast-food restaurant, started its journey with just two branches and had a vision to expand rapidly while establishing itself as a recognized and well-loved brand in the competitive food industry. I worked with Lit as part of my tenure at Ben Daood Studios, where the primary goal was to enhance brand awareness, create strong brand recall, and lay the foundation for growth.

Campaign Duration

The case study spans one year of data (January 2024 – December 2024).

Key Achievements

• Brand Expansion and Growth
  • When I began working with Lit, they operated two branches. By the end of the year, they had grown to five branches, thanks in part to the digital marketing campaigns that contributed to higher brand visibility and increased sales.
• Widespread Reach
  • The campaigns reached a total of 7.15 million people and generated 28.65 million impressions, making the brand widely recognized in the target regions.
• Engagement and Interaction
  • Lit’s campaigns generated impressive engagement, including:
    • 363,179 post engagements in the content engagement campaign.
    • 24,227 engagements in the 7 Days Multan Campaign at a cost of only Rs0.04 per engagement.
    • Significant messaging conversions (233 in Islamabad and 564 in other areas) which helped drive online inquiries and orders.
• Sales and Conversion Boost
  • Strategic ad placement and audience targeting helped generate leads and interest in Lit’s home delivery services, resulting in increased sales both through calls and direct messaging campaigns.

Strategies Implemented

• Audience-Centric Creative Campaigns
  • Developed customized campaigns with visually appealing creatives and compelling messages to attract the target audience.
  • Focused on campaigns like “7 Days” promotions and home delivery campaigns, which resonated well with the audience.
• Optimized Ad Spend for Maximum Results
  • Deployed cost-efficient campaigns that delivered results like post engagements at Rs0.04 to Rs0.26 per result, demonstrating exceptional return on investment.
• Building a Strong Brand Image
  • Through thoughtful messaging and consistent branding, I ensured Lit became synonymous with quality fast food, helping establish trust and recall in the market.
• Strategic Ad Placements
  • Combined reach-based campaigns with conversion-oriented ones to strike the right balance between brand awareness and sales.
• Regional Focus and Timing
  • Tailored messaging and offers for specific locations, targeting the right audience at the right time for each campaign.

Key Metrics Overview

Conclusion

By focusing on brand awareness, creative digital campaigns, and strategic targeting, I helped Lit transition from a small-scale fast-food restaurant with two branches to a growing chain with five branches. The campaigns not only expanded their reach but also established a strong brand identity that resonated with the audience. This project demonstrates my expertise in using data-driven marketing strategies to build brands and achieve tangible growth in competitive industries.