Circle K Conserve
To continue to raise awareness and support for the program among Circle K customers, I needed to optimize and test new digital assets to see what brought the most ROI. We expanded our digital channels to include more traffic-driving advertising streams to help drive Circle K’s main KPI – use the program to increase brand loyalty and increase fuel volume. Expansion into Waze, radio ads, billboards, and bus wraps gave us the opportunity to reach local consumers on the street where they are more likely to fill up at Circle K and could be a trackable conversion.
In additional to continuous optimization of digital ads, I led our project in in launching one-off campaigns to further build program awareness and drive traffic. One campaign I developed to drive customers to the pump was a reusable mug giveaway. This required planning out marketing channels and assets, then creating customer journeys that would map the consumer from ad to the pump and beyond. One major factor of this campaign was creating a ripple effect beyond the pump. The cup itself, social buzz, and refill reminders kept the word out there and continued organic awareness within the community.