Success Story

Denny's

Denny's Case Study

“Scaling the Denny’s programs to key customer segments across channels has been a big focus. We’re very impressed by Rocket Fuel’s results. Rocket Fuel delivered on-target reach with consistent performance 60% better than market norms, and it was also able to deliver a 33% lift in brand consideration.”

Breta Rae Kennedy
Associate Media Director, Denny's Team Optimedia SF

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Goal

Appealing to dining consumers in a crowded online marketplace

Challenge

Reaching those in its most desired demographics

Product Used

Rocket Fuel for Brand with Audience Guarantees Rocket Fuel Brand Study

Advertiser

Denny’s is a full-service pancake house/coffee shop/fast-casual family restaurant chain. It operates over 1,600 restaurants in the United States (including Puerto Rico), Canada, El Salvador, Curacao, Costa Rica, Venezuela, Honduras, Japan, Mexico, New Zealand, Qatar, and the United Arab Emirates. Denny’s is known for always being open, serving breakfast, lunch, dinner, and dessert around the clock.

Goal

  • Deliver in-target impressions for M25-54
  • Build consideration for the Denny’s brand during the month of May, 2014
  • Drive Denny’s consideration above competitors
  • Encourage consumers to engage with the brand online
  • Appeal specifically to the M25-54 demographic

Challenge

  • Appealing to dining consumers in a crowded online marketplace
  • Appealing to M25-54

Results

  • Performs 60% better than market norms
  • Delivers 33% lift in brand consideration

Product Used

  • Rocket Fuel for Brand with Audience Guarantees
  • Rocket Fuel Brand Study

Why Rocket Fuel?

  • Rocket Fuel provided the client with a new offering to pay for only impressions delivered in-target and provide measurable results
  • Rocket Fuel has driven exceptional performance for the agency’s other clients, so the agency wanted to expand the relationship with a new client

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Denny’s?

  • Males between 35-39 years old and people earning between $30,000-$39,999 were the highest converters
  • Mississippi, Ohio, and Oklahoma showed the highest lift
  • Individuals whose past purchase history included cameras, ice cream, and baking supplies were most likely to click on the ad

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