The challenge that the brand faced was that competitors were spending less on marketing but were advertising well-known and established offerings that consumers feel confident spending their money on (as opposed to a new offering that might not meet their expectations). The category was cluttered with these well-known offerings competing for SOV in the media, as well as a share of the consumers wallet.
Adding to the challenge has been a 12% decrease in consumers going to QSR restaurants with an additional 62% of consumers spending less on fast food due to budget constraints. As a result, KFC was faced with the challenge of producing a burger that not only meet expectations but offered value as well.
To achieve success, we had to innovate our mobile solutions. Firstly, the creative agency worked specifically with the local and global Facebook offices to create world class immersive Instagram canvas ads that grabbed the consumers attention on mobile. On Twitter, thumb stopping mobile optimised 3D ads increased user engagement as well as innovative Twitter solutions where a user could retweet the post to get an automated reminder on the launch of the Dunked Burger.
TV syncing was also added to our mobile executions to add reach to the TV campaign while also targeting competitor adverts at the point when consumers attention moved away from TV and onto their mobile device. The result on mobile led to consumers clicking 3.6 times more than average benchmarks. A 360 approach was taken specially on mobile to ensure that every possible touchpoint was covered. This included Social media platforms, Mobile Video Display on mobile games, location targeting through Waze, and Display through Google Display Networks
The creative strategy focused on disruptive placements of creatives at the most relevant moments of the consumer journey. To drive maximum awareness for the Dunked Burger launched by the brand, the communication strategy ensured that KFC reaches maximum relevant audiences by targeting the right segment and at right moments. To do this we activated TV sync campaign on Google Display Network to connect with audiences during the “Absolute Window of Receptivity“ where the audience attention is maximum during competitor moments on TV & their attention & availability on digital platform surges.
Impression: 10 200 00
Video Views: 2 919 506
Over 6 weeks and 900 stores, 1. 3 Million Dunked Burgers were Sold generating a revenue of R53 865 000 from a total media budget of R13 Million
This led to a ROI of 1:4
138% over Sales Targets