Pizza Hut: Feed a Friend - Leveraging the natural fit between loyalty and social media

Pizza Hut improved customer loyalty levels in Australia through this social media-based promotion. The campaign was based on the strategic insight that, while friendship is based on loyalty, few loyalty schemes are housed within social networks.

Pizza Hut: Feed a Friend - Leveraging the natural fit between loyalty and social media

M&C Saatchi/Profero

EXECUTIVE SUMMARY

Faced with brand-eroding discounting in the category, we asked ourselves what we could do to improve loyalty to Pizza Hut. We noted that while friendship is based on loyalty, few loyalty schemes are housed within social networks.

Our strategy was to reward our customers through Facebook with a gift for them plus one they could give away: even a modest loyalty reward has a whole lot more perceived value if you can give it to a friend. The act of giving...

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