Case Study: GBS Enterprises boosts Atlanta-area IHOP sales with Comcast Spotlight

GBS Enterprises - Customer Case Study

GBS Enterprises, the Atlanta agency of record for IHOP restaurants, needed a way to generate new business for a mature, well-known brand. With a limited budget and a national media plan that wasn’t performing as well locally, the company worked with Comcast Spotlight to develop a more targeted local media strategy for the Atlanta market.

Comcast Spotlight used audience research to place IHOP ads on the most-watched networks for local guests, leveraged its I+ platform to extend reach to DIRECTV and DISH households, and added digital exposure through full-page takeovers on XFINITY.com. The results were strong: one seven-month campaign drove a 1400 basis point increase against a 600 basis point goal, the next campaign beat a 50 basis point target by reaching 940 basis points, and overall ROI for Atlanta-area IHOP restaurants was estimated at more than 3000%.

GBS Enterprises