A hyper-local approach to marketing has helped Pizza Hut in India reach hungry people near its restaurants and sell 2.7 million extra pizzas in a year – and is now guiding decisions on where new outlets should be launched.
The campaign, a finalist in the I-COM Data Creativity Awards 2018 (San Sebastian, April 2018), grew out of a particular need, according to Tarun Sobhani, co-founder and CEO of local search marketing platform Single Interface, which worked with the brand on driving frictionless online-to-offline customer acquisition.
“Pizza Hut is the largest pizza chain in the world, but in India it’s competing...