Basis & Innocean Turn Franchise Complexity into 23.76% Foot Traffic Growth

The Challenge 

Innocean needed to scale campaign execution, improve spend efficiency, and maintain performance without increasing operational overhead.

The California-based full-service agency manages media for Wienerschnitzel, a franchise brand with 300+ stores, co-op funded budgets, and frequent promotional cycles, such as "Wiener Wednesdays." The franchise structure centered by equitable budget distribution across all stores, but was challenged by: 

• Geographic inefficiencies: Standard five-mile targeting failed in rural markets, leaving unspent budgets. 

• Operational strain: Changing bandwidth demands between 60+ to 200+ monthly line items, planning and QA was overwhelmingly manual. 

The Solution: Basis + Innocean 

To overcome the challenges, Innocean turned to Basis to bring structure, automation, and data-driven decisioning to their media operation. Basis and Innocean focused on eliminating inefficiencies in targeting, planning, and execution while building a foundation that could support continued growth. With Basis, Innocean was able to achieve:

1. Sharper Targeting and Timing: Innocean replaced default radius targeting with data-backed geographic targeting using Placer.ai, census, and zip-level data, then shifted from always-on delivery to concentrated flighting just before peak days to drive strong response for the promotion. 

2. Faster, More Disciplined Execution: A standardized 15-day campaign launch framework brought structure to 200+ monthly line items, while a data-backed calculator set clear, pre-validated spend thresholds that sped up planning cycles. 

3. Unified Omnichannel Activation: Programmatic, YouTube, social, and direct campaigns were centralized on Basis, giving Innocean a single view for optimization and performance across every channel. 

As the Weiner Wednesday promotion campaign gained traction, media investments shifted from launch-level support to reminder-focused messaging, demonstrating the team's ability to sustain business impact more efficiently over time.

The Results 

Basis provided a data-driven approach that helped Innocean scale franchise media more efficiently while driving measurable in-store impact, with resulting including:

• 23.76% increase in foot traffic during typically slow QSR months YoY (2025 vs. 2024) 

• $1M+ in incremental media investment 

• 24% more efficiency in campaign’s programmatic CPM delivery 

• 24% increase in budget for 2025 (compared to 2024) 

Client Testimonial

“Basis has been a transformative partner to the Wienerschnitzel business, elevating our media approach through innovative strategy, measurable impact, and exceptional collaboration.”

– Leo Hernandez | Media Director, Innocean