online promotion
Digital Campaign for Papa John’s
Market:
Kyrgyzstan
May 2018 – April 2020
Period:
papajohns.kg
Landing Page:
The combined search and display approach boosted brand awareness and conversions while optimizing ad spend effectively.
Borsan Construction Company
Read the case study
with relevant search targeting
CTR 19%
CPM $0.11
CPC $0.17
for 47M+ display impressions
with high relevance
Papa John’s is a globally recognized pizza chain known for its commitment to quality ingredients and premium service. In Kyrgyzstan, the brand faces tough competition from strong local food delivery services.
- Increase online orders via website and mobile app
- Grow brand awareness in urban areas
- Support the launch of new branches
- Strengthen the brand’s image as premium yet affordable
- Promote the mobile app via Google Ads and social media
🔍 Search Ads (Google Ads – RU + EN)
Display Ads (GDN)
Remarketing & Promo Codes
YouTube Video Ads
Social Media Marketing (Facebook & Instagram)
- High-intent queries like “pizza delivery,” “Papa John’s” “lunch office order,” “order dinner”
- Split targeting by language to capture both local and expat audiences
Display Ads (GDN)
- Banner campaigns on thematic websites
- Seasonally adapted visuals for holidays and promotions
Remarketing & Promo Codes
- Retargeting with limited-time offers and video banners
- Encouraged return visits and conversions from “warm” audiences
YouTube Video Ads
- Promoted branch openings and special promotions
- Location-specific targeting
Social Media Marketing (Facebook & Instagram)
- Engaging content: local memes, polls, giveaways
- Campaigns tied to local holidays and events
- Conversion funnel: post → story → website/app → order
Localized campaigns for “Persian New Year”, Independence Day, school holidays – including tailored banners and offers
Segmented messaging:
Creatives for expats and downtown areas → 21% higher CTR than average
App promotion with event-based optimization:
Tracked installs, opens, and in-app orders to optimize campaigns using Firebase + Google Ads data
100% real audience on social media: Only geo-targeted users from capital of Kyrgyzstan, no artificial follower growth
Segmented messaging:
- Office lunch sets
- Group dinners
- Weekend family bundles
Creatives for expats and downtown areas → 21% higher CTR than average
App promotion with event-based optimization:
Tracked installs, opens, and in-app orders to optimize campaigns using Firebase + Google Ads data
100% real audience on social media: Only geo-targeted users from capital of Kyrgyzstan, no artificial follower growth
About the Client
Project Objectives
Strategy Overview
Unique Tactics & Creative Insights
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Results
Search Ads
Display Ads (GDN)
Social Media (Facebook + Instagram)
Takeaways
Papa John’s is a globally strong brand, but our goal was to make it locally loved. Through a flexible multi-language strategy, culturally relevant promos, and data-driven app marketing, we achieved:
- Impressions: 537,145
- CTR: 24.1%
- Avg. CPC: $0.07
- Up to 94% quality traffic thanks to precise segmentation and negative keyword filtering
Display Ads (GDN)
- Impressions: 30,741,204
- Viewable Impressions: 10,714,054
- CTR: 0.09% (industry benchmark for display)
- Viewable CPM: $0.19
Social Media (Facebook + Instagram)
- Engagement Rate: 8–12% during active promotions
- Audience: real followers from Bishkek only
- Orders tracked via UTM links and “Order Now” CTA from posts & stories
Takeaways
Papa John’s is a globally strong brand, but our goal was to make it locally loved. Through a flexible multi-language strategy, culturally relevant promos, and data-driven app marketing, we achieved:
- High CTRs across all channels
- Top-tier traffic quality (94%+)
- Above-average engagement, 2–3x higher than local benchmarks
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