The Madero Group is a reference in the food industry in Brazil. Headed by chef Junior Durski, the group now has more than 150 restaurants in 16 states in Brazil, including Restaurante Durski (1999), Madero (2005) as well as the brands Jeronimo Burger (2017), Vó Maria Durski and Sanduicheria do Junior Durski (2018).
100,000,000 more impressions
10,000,000 additional people reached
831,000 additional clicks
The Madero restaurant chain sought out GhFly in order to increase its online presence, generate engagement and increase movement in more than 90 restaurants across Brazil
The Madero Group had a large volume of new restaurant openings, which required a regionalized strategic communication to ensure the success of the openings. In addition to a strategy aimed at opening the restaurant in Miami, requiring GhFly to overcome language and cultural barriers.
In order to impact users, GhFly created the concept of ads aimed at the pre-consumer experience. For this, we used ad formats that had not yet been run in Brazil, such as Canvas on Facebook, Bumper Ads videos on Youtube and Cinemagraph ad models, used on Facebook. All of these had the proposal to generate what we call “virtual hunger”.
Um grande volume de inaugurações exigiu ações digitais com foco no público local. Por meio da segmentação precisa da audiência, criamos estratégias mobile com anúncios focados em impactar usuários que estão nas proximidades dos restaurantes, trazendo ofertas exclusivas, de acordo com o horário do dia e as características culturais das regiões onde se localizam os restaurantes.
Todos os usuários que dirigem ao redor de uma das unidades do Madero espalhadas pelo mundo são impactados pelos anúncios no aplicativo Waze e pelo “get directions” do Facebook, responsáveis por entregar um mapa de navegação a todos aqueles que clicam nos anúncios com interesse de visitar o Madero mais próximo.
The innovation achieved by pre-consumer experiences and the campaign concept developed by GhFly were key elements in the restaurant’s sales increase.
The result of the online operation boosted the opening of the first international unit, in Miami. According to Madero’s partners, in times of crisis, the restaurant chain increased its profit margin due to the volume provided by online campaigns.
GhFly understood exactly what we needed. The goal was to generate online engagement and increase movement in more than 90 restaurants across Brazil. And it worked! One of the highlights of GhFly’s work was the Madero Rio de Janeiro launch campaign. The action was fully digital with a regionalized campaign concept, aimed at the Rio public, and this resulted in the overcrowding of the restaurant in Rio, already at the opening.
Guilherme Kruger
Diretor de Marketing | Madero
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