Project Description: IHOP partnered with Hearst’s in house agency, iCrossing, to develop a new mobile app & rewards program to drive consumer engagement and brand loyalty.

My Role: I was tasked with working with IHOP’s in house marketing team to develop a GTM strategy for their new mobile app and rewards program. This GTM strategy included:

media buying strategy and budgeting for television ads
paid search & social campaigns
scripting and pitching advertising scripts and concepts to client-side team
developing and implementing reporting cadence for key analytics
content creation

My team and I worked very closely with our creative, UX, and account management team to ensure client goals were met, and I provided input and feedback to each team on their respective tasks.

Additional information: Read more about the project in Ad Age & Forbes:

https://adage.com/article/marketing-news-strategy/ihop-s-new-loyalty-program-plays-crypto-craze/2404756

https://www.forbes.com/sites/aliciakelso/2022/03/09/ihop-launches-a-new-digitally-enabled-loyalty-program/?sh=5787cbb32acc

IHOP’s DIGITAL

REWARDS PROGRAM