THE CHALLENGE
We were tasked with building and launching Marugame Udon’s first Meta campaign focused on top-of-funnel awareness while using landing page views to signal real customer intent.
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1) An existing brand with multiple locations launching on brand new ad account with no historical data, pixels, analytics, or algorithmic learning.
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2) Balancing hyper localized targeting required within a 10 mile radius, with budget and creative updates to minimize oversaturating the TAM with high frequency.
3) Common measurement tracking gaps to attribute in-store customers from online viewers with no reliable in-store trigger or CRM data integration.​
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OUR APPROACH
To laser focus on higher-intent traffic and reduce wasted spend, we built Facebook and Instagram campaign from the ground up, implemented order form data tracking and in store strategies for attribution pass back. Then used mid-funnel retargeting to increase frequency only among people who had already shown interest.
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Location-level reporting was achieved sing tools like Placer and in-store QR-based event triggers to create a clearer bridge between ads and in-store activity.
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We modeled TAM by trade area (including commuter inflow where relevant), tracked reach and frequency vs. TAM, and used that to rebalance budget and geo structure (including combining smaller store areas for stability).
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Through aggressive AB Testing of creative and messaging, we found messaging that promoting regular meal options "Eat under $10" generated similar inbound KPIs as loss-leader coupon pomotionals. After deprecating the coupon offers, we maintained incredible inbound metrics without reducing profit margin.​
