Papa John's #GameBetter Digital Test

THE ASK: Develop a testable strategy to increase sales through creative and paid media efforts.

THE INSIGHT: The “gamer” audience offered Papa John’s a surprising and untapped demographic in the pizza category.

THE OPPORTUNITY: To connect with the large gamer consumer segment consisting of 30-something pizza lovers, who are split equally along gender lines, we created a gamer-themed campaign that spoke to gamers in their language, with gaming-exclusive offers and activations to drive deeper engagement.

THE CONCEPT: #GameBetter – The brand position of better ingredients and better pizza, now for the gamer in us all. Because gaming is just better with pizza. Through creative and promotions directly made for gamers, we connected on an emotional level and related to their culture in a way that created advocates, engagement and ultimately sales.

DIGITAL AND SOCIAL: Through a holistic digital strategy and execution that included social media, social listening, programmatic media, video everywhere, and event activations, we connected with a group of pizza lovers looking for engagement.

The Results: Our gamer creative and media test has consistently out-performed campaigns aimed at all other customer segments, returning outsized social engagement, and impressive digital media performance, while nearly doubling the client’s typical campaign ROI.


Through our discovery process, we collaborate with the customer, their stakeholders and their customers to define goals, objectives and key performance indicators of success.

Strategy Development

This is where we use all the data and experience at hand to create the strategic and creative brief as well as media recommendations, business requirements and project timelines.

Concept Development

How do we emotionally, functionally, visually, audibly connect with the audience? What is the message and action that brings the strategy to life in a way that delivers bottom line results? These are all things we solve during the concept development phase. We love this stuff!

Company Analysis

Our clients range from FTSE 300 companies, to large charitable organisations and some small local businesses who are striving to expand. Most of our clients use our Data Analysis service to inform their strategic decision making and their targets for the immediate, mid-term and long-term future. The data sources that we use for this type of analysis include customer enquiry data, sales figures, costs, market data and customer feedback. Our teams are up to date with the latest technologies, media trends and are keen to prove themselves in this industry and that’s what you want.

Brand Creation
Profittable Results

3 Strategists 100%
2 Creative Directors 75%
5 Puppies 50%
2 Account Managers 90%
Client Meetings 50%
Writers, Developers and Art Directors 80%
YouTube "Research" Binges 30%
Strategy Development & Planning

So much goes into strategy to make it come to life that it can be hard to describe with mere words. Here’s a small glimpse of what goes into our secret sauce.