Material, a global strategy and customer experience transformation consultancy, is pleased to announce it has been named runner-up for the 2023 Braze Torchie Awards in the Agency Partner Story of the Year category. The runner-up distinction highlights Material’s recent and transformative digital marketing campaign created in partnership with Braze and Whataburger, showcasing Material’s status as a leading loyalty and customer engagement partner.
Presented at Braze’s annual FORGE conference in New York City, The Torchie Awards are presented to select agencies, brands and individuals that effectively leverage the Braze technology platform with forward-looking strategies to better engage their target audience.
Material’s campaign for Whataburger was designed to accomplish three objectives: 1) boost sales and incremental visits during a traditionally slower period for QSRs, 2) optimize customer engagement and experience, and 3) improve the efficiency of operations with Braze technology. The solution included:
- Adapting Braze to enable survey capabilities that connected to customer preferences and delivered significant lift in engagement and sales.
- Creating custom thresholds by segmented and targeted campaigns that delivered millions in incremental sales, primarily by engaging occasional and disengaged guests.
- Incorporating deeper integration with the Customer Data Platform (CDP) partner, by testing multiple Braze canvas dimensions and optimizing performance to drive millions in sales through empathetic but insistent engagement through key lifecycle moments.
The campaign was successful in generating millions of dollars in incremental revenue, a significant lift in transactions and sales, and an increase in customer participation from occasional diners.
“This recognition from Braze spotlights our strategic and innovative work in delivering exceptional customer loyalty,” said Bill Kanarick, Material CEO. “It’s a testament to the kind of impact Material brings to clients across a variety of sectors, including the quick serve restaurant (QSR) space, where we are creating experiences fueled by deep human insights and enabled by modern technology.”
“We’re proud to be recognized among the best-in-class for our partnership with Whataburger in the Agency Partner Story of the Year category,” said Sean Eidson, Material’s VP of Strategy & Innovation. “We see this recognition as validation of our continued ability to adapt our loyalty and customer engagement strategies to meet the dynamic, evolving needs of our clients with powerful, customer-forward approaches that drive results.”
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