Arby’s Restaurant Group, Inc

Arby’s Restaurant Group, Inc. (@Arbys) is a leading global quick service restaurant company operating and franchising over 3,400 restaurants worldwide. In addition to its Classic Roast Beef and French Dip sandwiches, @Arbys is also known for its deli-style Market Fresh line of sandwiches and salads.

The challenge

@Arbys has an active social community and the brand uses Twitter to interact with consumers talking about its food, service and overall dining experience. Part of @Arbys marketing strategy includes growing an email database of customers. Previously, the brand has collected emails during in-restaurant drives and via the website. For this campaign, @Arbys wanted to grow its email database by targeting users on Twitter.

The solution

@Arbys used Promoted Tweets with Lead Generation Cards to allow users to sign up for the newsletter with just one click. The brand experimented with different Tweet copy to discover what tactics achieved the highest engagement.

One version of the Promoted Tweet with Lead Generation Card offered a coupon for a free roast beef sandwich with purchase of a drink after signing up.

Another Promoted Tweet offered general coupons and special deals in exchange for joining the mailing list.

@Arbys used interest and keyword targeting in search and timeline to extend the reach of its Promoted Tweets. The brand targeted terms like “Arbys” and “I want Arbys” to get Promoted Tweets in front of users talking about the restaurant itself.

To reach people looking for coupons and deals, @Arbys targeted words and phrases like “#free,” “coupons” and “special offers.” Keywords like “roast beef” and “sandwich” were used to serve Promoted Tweets to people talking about Arby’s food.

@Arbys also used @username targeting to reach users similar to the followers of its competitors like @McDonalds, @TacoBell and @BurgerKing.

“In the past we’ve struggled with getting email sign-ups because users had to fill out long forms. But with Twitter’s Lead Generation Cards, users are literally one click away from joining our email list and receiving monthly coupons and deals. Without the Lead Gen Cards, we wouldn’t have gotten as many leads this summer.”

Josh MartinManager of Social Media at Arby’s

The results

Promoted Tweets with Lead Generation Cards allowed @Arbys to grows its email list by over 400 people during the first six weeks of this campaign. Many users who signed up also retweeted @Arbys Promoted Tweets to share the opportunity with their friends and followers, creating more earned leads for the brand.

Twitter-generated leads had a 31% higher email open rate and a 45% higher click-through rate than the average email subscriber.

3 keys to success

1. Create a strong call to action.

   Make sure your users understand your call to action and/or incentives offered via Promoted Tweet. @Arbys provided clear direction asking users to sign up for the email list in exchange for coupons and deals.

2. Diversify your keywords.

   Target a variety of keywords or phrases to reach a wider audience. @Arbys used keyword targeting to reach people talking about its brand and food as well as people looking for deals and coupons.

3. Offer incentives.

   Drive engagement with special coupons or incentives in exchange for having users complete an action. Immediately after signing up for the @Arbys newsletter, people received a coupon for a free roast beef sandwich with purchase of a drink.