Oakland Restaurant Week 2020

Overall, these results were fantastic. We were able to achieve the same rate for CPC and Cost Per Partnering Restaurant Click, the biggest indicator of the campaign’s success. Users were clearly interested in booking reservations ahead of time. The strategy of employing a contest paid dividends in terms of acquisition for future marketing programs via email. 

The Campaign resulted in:

• 651,432 impressions across all ad platforms and a reach of 239,742
• 12,967 total link clicks and 12,896 Participating Restaurant link clicks, showing an incredible level of interest in viewing more content from the audience
• A Participating Restaurant Link CPC of $0.31, identical to overall CPC 
• CTR which averaged of 1.99%, which is 41.17% above the global average per Nanigans.com (Q3 2019)
• CPM which averaged of $6.14, which is 43.15% below the global average per Nanigans.com (Q3 2019)
• CPC which averaged $0.31, which is 100.99% below the global average per Nanigans.com (Q3 2019)
• 17,316 Landing Page views and 46,040 Web Page Views, demonstrating exploration of multiple content pages from users

The campaign target market DMA’s garnered the following number of sessions and average session duration:

• San Francisco – 3,505 Sessions, 1:42 Avg. Session Duration
• Oakland – 2,709 Sessions, 2:22 Avg. Session Duration
• Irvine – 655 Sessions, 00:14 Avg. Session Duration
• San Jose – 571 Sessions, 1:27 Avg. Session Duration
• Sacramento – 348 Sessions, 1:07 Avg. Session Duration
• Berkeley – 340 Sessions, 2:02 Avg. Session Duration
• Richmond – 368 Sessions, 2:08 Avg. Session Duration
• Hayward – 284 Sessions, 1:56 Avg. Session Duration
• Alameda – 283 Sessions, 2:12 Avg. Session Duration
• San Leandro – 230 Sessions, 2:32 Avg. Session Duration

Smaller cities in the surrounding areas tended to have higher engagement rate than bigger cities. For example, San Jose (1:027) vs. Berkeley (2:02). Likely, those in smaller cities have less opportunity to explore such diverse cuisine.