Delivering Screen-zero Experiences on Glance
While the objective of the brand was to reach out to consumers in India, it was paramount for the brand to deliver a non-intrusive and seamless experience that consumers would love to engage in. Hence, the brand leveraged Glance, a platform that delivers screen-zero experiences to users without having to unlock their phones.
Identifying the Audiences in India
The first step in the campaign was to identify food enthusiasts, millennials, corporate employees, and urban residents in India who are the brand's key audience. Leveraging Glance, the new premium content space with 115 million DAUs, 23 minutes of average dwell time, and 80% successful ad recall, the brand identified and reached out to these audiences.
Launching High Engagement Campaigns
Once the brand identified the audiences, the next step was to launch the prime campaigns to these audiences. KFC launched three prime campaigns; 1. The Big Treat Week, 2. KFC Value Burgers and 3. KFC Wednesday Bucket, with immersive creatives that depict the incentivized model of promoting with discounts.
The creatives showcased the offer details along with a discount coupon or a cashback that enables the user to avail the offer. This incentivization generated interest among audiences and encouraged them to order the meal upon clicking on the CTA "Order Now," seen on the ad. The CTA redirects the users to the KFC website, where they can directly place the orders.
To measure the lift, the brand conducted a brand-lift study for ‘The Big Treat Week’ campaign, with a total sample size of 800, 400 each of the control and exposed groups. The study revealed a significant lift of 7% in purchase intent among the exposed group of audiences.