In order to capture the Rugby fan base within the UK, NMPi created ad copy that would resonate with them by using clever word play.
The new ad copy ran in tandem with current paid search offers targeting UK users across Google and Bing. The campaigns began at 6pm on game day, two hours prior to kick off, and ran throughout the duration of the match. Our analysts focused keyword targeting on brand and non-brand keywords relating to the pizza industry. Anyone searching for these keywords would indicate a higher likelihood of purchase.