Our goal
Fuller’s wanted to move from campaign-by-campaign bursts to an always on paid media strategy that would consistently drive people into pubs across the summer period.
The target was to increase total pub visits and achieve a pre-booked ROAS of 5 for summer booking types.
What we did
We built an always on strategy grounded in first-party data and persona insight to target new and existing customer's of Fuller's at the right moments during Summer period.
Search formed the foundation, with London and Rest of UK campaigns structured around high-intent summer terms such as “pubs with beer garden” and location specific queries to capture local intent in London boroughs. Google activity was supported through Meta, driving awareness and demand across four priority personas: Young Urban Professionals, Mature Premium Diners, Upmarket Suburbanites and Mature Mid-Market Diners.
We aligned messaging to each audience’s motivation with food, drinks or sport, using Wi-Fi logins, product data and lookalikes to build richer targeting. Geo targeting ensured budget was focused only where Fuller’s pubs could convert demand into footfall & drive bookings.
With bookings not always made online, we introduced secondary performance indicators such as “Pub Finder” searches and Local Directions to better understand real time intent. Constant feedback loops with Fuller’s allowed us to flex budget around heatwaves and respond quickly to performance shifts.
Our results
17,600 bookings generated
£1.5M in pre-booked sales
- 2,690 Local Directions
- ROAS of 36.4