KFC: TV Sync Campaign

Challenge

Extend KFC’s reach by capitalising on readily available and sophisticated cross device marketing tactics

Minimise TV spill over, re-engage audiences who had switched to another device during an ad break

Amplify brand awareness and boost campaign effectiveness by adding a digital activation and call to action for those whose interest was initially captured by the TV ad.

Strategic Approach

The campaign was deployed with the objective of driving traffic to the KFC website. Distinctive creative formats were executed on Facebook– Carousel Ads and Video/Gif placements – these were utilised in combination to generate higher interaction and to provide opportunity to optimize towards the better performing creative. The use of Real-Time TV Digital Sync technology helped the brand contain TV spill over and reach disengaged viewers, which is not achievable with regular TV or Digital campaigns.

KFC looked to target an audience above 18 years of age in South Africa, interested in Fast Food, such precise targeting was enabled only because of the use of mobile channels and the far-reaching base of the mobile audience and Real-Time TV-Digital Sync technology

Insight

TV advertising remains a powerful channel for its broad reach and huge capabilities of maximising brand recognition. However, it’s a fact that a massive 95% of viewers now use another screen whilst watching TV. It is the opportunity created by this so-called ‘halo effect’ that KFC wanted to leverage.

Tactics

Seeking out Fast Food Lovers, KFC implored a digital first approach to capturing its target audience: male and female, 18 years and older, active on social media and specifically Facebook during key TV viewing moments: when the ‘Kentucky Bucket’ product TVC was aired when competitor TVCs were aired

Results

Reaching over 444 000 people the 2 ads created were seen over 600 000 times  and over 41 000 post engagements were tracked