Spreading Pujo Joy: A Localized Rich Media Buy Campaign for KFC

Introduction

Kentucky Fried Chicken (KFC), a global fast-food giant was the first foreign fast-food restaurant chain to enter India in the 1990s after the Indian government implemented the economic liberalization policy. 

Its popularity in the Indian market is primarily due to its clever approach to catering to local preferences. By offering a variety of vegetarian options and adapting its fried chicken with Indian-inspired spices, KFC successfully captured the hearts of Indian consumers. 

Adhering to a local adaptation approach, KFC decided to cater to Indian patrons by launching an exclusive Pujo festive offering. They sought to raise awareness about it in the vibrant North East India markets. 

Challenge 

Pujo, a revered cultural festival in this region, demanded an approach that resonated with the local population while maintaining KFC’s brand identity. Given the diverse audience demographics and vast geographical spread encompassing cities such as Kolkata, Siliguri, Durgapur, Asansol, Guwahati, Agartala, Malda, and Coochbehar, effectively reaching the right individuals with an engaging message posed a considerable challenge.

Solutions

To tackle the challenge head-on, KFC collaborated with AndBeyond.Media to create a dynamic rich media buy campaign. 

• The campaign featured an interactive fullscreen mobile interstitial ad showcasing a floating KFC bucket
• It was strategically designed to maximize the visual impact of KFC’s most enticing menu item. 
• The campaign also incorporated visuals that resonate with the festive spirits. 

Audience Targeting

To ensure the ad reached its desired audience, AndBeyond.Media executed precise geographic and demographic targeting, focusing on both males and females aged between 18 to 44 years. 

To further enhance the campaign’s effectiveness, the team also concentrated on targeting individuals with interest and affinity categories, such as Fast food Affinity audiences. This ensured that the ad appeared to users with a pre-existing interest in fast food, increasing the likelihood of capturing their attention.

Campaign Impact

The ad successfully attracted the attention of the targeted audience and encouraged them to interact with the content. The results of KFC’s rich media buy campaign were remarkable. The real triumph of the campaign lay in its substantial increase in engagement.

• KFC witnessed a phenomenal 32%+ rise in user engagement, indicating that the Ad resonated deeply with the viewers and prompted them to take further action.

• It achieved an impressive average click-through rate (CTR) of 2.35%, significantly higher than industry standards. 

• The campaign also achieved an extensive reach garnering over 3 million impressions.