When the American restaurant chain tried to shed its casual image in recent years, it lost female diners with young children. To win them back, Ruby Tuesday last summer stopped using TV and radio and started experimenting with social media.
Dave Skena, CMO for Ruby Tuesday, said the chain wants to be more targeted in its messaging and have it be able to keep up with new menu items it has rolled out, and social can help it reach those goals. “We can tighten it or loosen it up based on our marketing goal.”
Ruby Tuesday is still testing social media with a big focus on Facebook, Instagram and Twitter. Skena sees their paid ad offerings helping the brand become more targeted based on location, gender and sharing behavior. There, Ruby Tuesday is also looking to place more compelling food images and visual content about product ingredients.
Ruby Tuesday is also putting a big focus on video because of its storytelling ability. The chain is testing pre-roll video ads on Hulu, short, product-based videos on Facebook and Instagram as well as emotional, narrative clips on YouTube.
In an example of the latter, to promote its new Garden Bar, Ruby Tuesday is testing a three-minute video on Facebook and YouTube called “Shy Girl.” In the video, a girl is struggling to make friends at school. But when she and her family to go Ruby Tuesday, she finally makes friends with a schoolmate at the chain’s salad bar, Garden Bar.
When restaurant chains like Denny’s and Olive Garden are still running TV spots, switching to 100 percent social and online video is a big move for Ruby Tuesday. Skena thinks that those brands are geographically dispersed, so a national cable buy could make sense for them. Ruby Tuesday skews East Coast, so social marketing may be more cost-efficient for the brand than TV.
Social has its challenges, though. One is the difficulty getting direct feedback.
“Our followers like, share and leave comments like ‘It’s cool!’ or ‘I love it!’ But we want more responses,” he said.
Therefore, while Ruby Tuesday measures how its social ads are performing by looking at cost and engagement, the brand pays much attention to comments that a post receives.
For that reason, Skena is holding back on Snapchat and Periscope. “We cannot clearly link them back to our consumer behavior,” he said. “We allocate a very small budget to Snapchat and Periscope at the moment, but over time, we hope to test them and get some results.”
As the marketing landscape changes, Skena believes that Ruby Tuesday needs to take calculated risks.
“We want to give social some time to see if it can really move the needle,” he said. “What I worry about is not if our competitors are on TV. I worry about if our consumers are truly engaged. The rest can take care of itself.”
As of June 2, 2015, Ruby Tuesday’s advertising expense was $17.5 million, according to the company’s annual report.
Google-Meta duopoly continues to creak in their ‘heightened maturity’ as Amazon, Apple ascend
The shadow both Apple and Amazon have cast over advertising dollars is getting longer by the quarter.
Why advertisers are still making space for experimental budgets even with economic uncertainty
Even in the midst of economic uncertainty, advertisers are bullish on experimental ad spend.
Marketers move beyond the basics of ChatGPT with new tools
Companies are setting their sights past OpenAI's free version and integrating their own data sets for new ads, bots and idea generators.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
How the recession could impact brands’ metaverse spending
Digiday reached out to four experts to figure out how brands’ spending in the metaverse might change as they tighten the purse straps in preparation for a recession. Here are some of the biggest takeaways.
How Amazon is leveraging AWS to accelerate its courtship of Madison Avenue
Amazon's ascendancy on Madison Avenue has been clear for some time. Still, the extent of its ambitions was laid bare when it started to explicitly state its media revenues last year.