Prime Advice: Delmonico's Restaurant

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A week after the social campaign's launch, the video, on our site, had 7,868 plays and 6,329 finishes, giving it a completion rate of 80%. That tells me we were reaching the right people and driving them to our site. Facebook was driving about 18% of the sessions started on this landing page; the rest were from email. 

The base audience was a 2% lookalike based on people who open and read IH emails tagged "food and drink," and then I narrowed targeting to include people who eat at fine dining restaurants and specifically steakhouses like Ruth's Chris. I included heavy spending habits on food and dining out, as well as high income levels.

Erika Finnimore