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Since 2016, Milky Lane has been redefining the burger scene by pairing juicy burgers with extraordinary desserts and impressive cocktails. Quickly gaining traction and a dedicated following, this unique establishment has established itself as one of Australia’s top fast-growing fast food franchises.As they ventured into this competitive landscape, Milky Lane managed to carve out a distinctive niche for themselves. Their fresh take on fast food has not only redefined traditional expectations but has also garnered them a substantial and loyal fanbase. The synergy between classic comfort food and contemporary mixology has made their offerings irresistible. It’s not just the exceptional food and drinks that have contributed to their meteoric rise, but also their commitment to quality and the overall dining experience. With each passing year, their reputation has solidified, and today, they proudly stand as one of Australia’s fastest-growing fast food franchises, proving that innovation and tradition can indeed go hand in hand.
Milky Lane had shown Australian hospitality venues how to crush social media, organically. Their engagement stats put them up there with the biggest brands in the world such as McDonalds & KFC, but they had no system to consistently turn those engagement stats into bookings.
The founders had been looking for a digital marketing agency in Australia for over a year without being able to find someone that they could trust with their brand. The mission was simple. Create a predictable and repeatable digital marketing infrastructure that would support Milky Lane’s fast growing franchise model & facilitate national and international expansion. Our target was to achieve a minimum of 4X ROAS (Return on Adspend)
We knew that Milky Lane had a lot to offer in terms of the in-store dining experience, if we could just get people into the store we knew that they’d come back for more. We also had a strong drawcard for ads in the sense that their organic content was mouthwatering to say the least. These 2 things combined were the reason that we were so excited to work with the brand in the first place, but the challenge of “turning that attention into bums on seats” as founder Christian often referred to it, was still quite elusive for them.
Our first step was to analyse all of their organic posts to see which burgers, cocktails and desserts were getting the most engagement. After a quick analysis, our creative team got to work and started designing assets with all the best performers and we started offering incentives for booking online. The response was almost instant!
We then realised that although our creatives were being clicked on with over 5% Unique Outbound CTR (cold audience), we were experiencing a large drop off from click to landing page view. This indicated page load speed issues that we fixed immediately and we took the drop off rate from 34% to just 5%.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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