"QSR" Digital Campaign
Payroll software is not an impulse purchase, and quick service restaurant operators rarely go looking for it between shifts. AllianceHCM, one of the nation's largest privately held human capital management (HCM) software providers, serves thousands of employers from The Woodlands, Texas, including franchise operators behind brands like McDonald's and Wendy's. To put its platform in front of QSR decision makers, WWC built a digital advertising and social campaign that ran across LinkedIn, Facebook, Instagram, and Google, anchored by a 15-page downloadable e-book that gave operators a substantive reason to engage. Built to turn paid impressions into qualified leads, the campaign extended a partnership that began with WWC's web design and branding work for AllianceHCM, and it gave a complex B2B product a clear path to a hard-to-reach audience.
Great software does not sell itself. AllianceHCM had more than 30 years of steady growth and a place among the nation's largest privately held HCM software providers, but its next opportunity sat with quick service restaurant operators, a busy audience that rarely responds to generic B2B advertising. The company asked WWC for a digital campaign that could put its payroll and HR platform in front of QSR decision makers on the channels they already use, and give those prospects a real reason to raise their hands.
WWC created the campaign as a coordinated effort across 4 channels, LinkedIn, Facebook, Instagram, and Google, with advertising and social creative built to read as one voice wherever a prospect met it. Buyer intent data sharpened who saw the ads, and geotargeting placed them around QSR conventions across the United States, reaching operators when the subject was already on their minds. Every placement drove toward the campaign's centerpiece, a 15-page downloadable e-book, a QSR owner operator guide to payroll and HR. The e-book carried the argument a display ad cannot, offering real substance up front while giving AllianceHCM a qualified contact with every download.
The campaign moved the number that matters most in B2B, pipeline. Inbound leads increased 17%, with buyer intent targeting and convention geotargeting keeping media spend pointed at operators genuinely in the market. Each e-book download handed AllianceHCM a qualified contact rather than an anonymous impression, turning a hard-to-reach QSR audience into an addressable one. More importantly, the campaign proved a considered B2B purchase can still be moved by advertising, when the advertising offers something worth a prospect's time.
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