Case Study

KFC – Add Hope

“THE VIRTUAL EXPERIENCE ALLOWS THEM [CONSUMERS] TO LITERALLY GO INTO THAT SPACE… SEE WHAT THE CHILDREN EAT AND THE IMPACT ON THEM”

– Thabisa Mkhwanazi, Marketing Director KFC

“THE VIRTUAL EXPERIENCE ALLOWS THEM [CONSUMERS] TO LITERALLY GO INTO THAT SPACE… SEE WHAT THE CHILDREN EAT AND THE IMPACT ON THEM”

– Thabisa Mkhwanazi, Marketing Director KFC

The Brief

In an attempt to correct some of the severe food shortages in South Africa, KFC started the “Add Hope” feeding scheme. The idea was simple; ask every KFC consumer to donate R2 with every meal bought. Now in its 7th year, consumers are no longer parting with their R2 as easily as they initially were. The problem is that they cannot see where their money is going and how it impacts thousands of children’s lives every day. To correct this, KFC wanted to run a mass awareness campaign that used a 360° video of the child beneficiaries playing and laughing in a playground. The only catch was that the campaign had to be targeted at previous KFC consumers – on their mobile devices.

OBJECTIVE:

Make 5000 KFC consumers Aware of where their R2 for Add Hope goes.

Create awareness amongst KFC consumers in an inspiring and immersive way.

Achieve a CPV of, or less than, R2.10- the global benchmark.

Surpass the industry average Engagement Rate of 3%.

CREATIVE PROCESS

We found that KFC consumers considered the brand to be cool and trendy, especially amongst the 16-35 year old target audience. This was further supported in the 2017 Sunday Times’ Generation Next youth study, where KFC came in 2nd place as the ‘Coolest Fast Food Place’ in South Africa. KFC being synonymous as a cool brand, utilised 360°/ VR to their advantage in the mass awareness campaign for “Add Hope”.

01

We found that KFC consumers considered the brand to be cool and trendy, especially amongst the 16-35 year old target audience. This was further supported in the 2017 Sunday Times’ Generation Next youth study, where KFC came in 2nd place as the ‘Coolest Fast Food Place’ in South Africa. KFC being synonymous as a cool brand utilised 360°/ VR to their advantage in the mass awareness campaign for “Add Hope”.

02

We had the idea of using this emerging tech in the form of a 360° / VR video being placed within a 300×250 pixel standard online banner. Thus, creating a captivating mobile-first experience that the audience knowingly and willingly wants to engage with, whilst targeting smartphones only.

03

The banner ad displayed a one-touch VR mode, inviting mobile users to insert their mobile device into a VR headset, to be immersed into the experience of kids playing at one of Add Hope’s beneficiaries, a place called Africa Tikkun in Alexandra, Gauteng-getting a first-hand Virtual Reality experience of where their donations had gone.

04

The 300×250 ad unit was built in under 100kb using HTML5 rich media and ad serving using a combination of our exclusive Panamorphic™ Ad tech and programmatic advertising to South African audiences via a Real-Time Bidding Process.

05

Targeting set up for the campaign was precise and we utilised KFC’s First Party Data gathered from previous campaigns we had run. The 1st party data ensured that only consumers that previously engaged with the brand were targeted and, therefore, most likely to be aware of the ‘Add Hope’ campaign..

06

Because we ran the campaign programmatically, we were able to also target specific mobile device ID’s and mobile sites that KFC’s consumers frequently visited. Lastly, hyper-local targeting was enabled reaching relevant users that were in a 1-5km radius of a KFC restaurant, creating a top-of-mind effect and driving users to the nearest KFC in order to ‘Add Hope’ one more time

TARGET AUDIENCE

The target audience was existing and/or previous KFC consumers between the ages of 16-35, who live within the major South African metropolitan areas.

(e.g. Johannesburg and Cape Town). This audience had to own a smartphone and be “tech savvy” (they feel comfortable using technology).

b

AGE 16 - 35

Tech Savvy

Live in Major Metros

User Experience

The banner ad displayed a one touch VR mode, inviting mobile users to insert their mobile device into a VR headset, to be immersed into the experience of kids playing at one of “Add Hope’s” beneficiaries

Banner Concept

We had the idea of using emerging technology in the form of a 360° / VR video being placed within a 300×250 pixel standard online banner.

Data Driven

The 1st party data ensured that only consumers who had previously engaged with KFC ads were targeted and therefore more likely to be aware of the “Add Hope” campaign.Additional layers of targeting (such as: operating systems, handset models, connection types (Wi-Fi/Network) location, time of day) were implemented to further ensure that the ad was served to the right audience at the right time, with the aim of achieving a maximum brand awareness drive as well as quality engagements.

THE NUMBERS

The return on investment, with regards to sales, was not the objective of this campaign. KFC’s primary objective was to let consumers know where their R2 had gone. This campaign was also one of the first of its kind in South Africa so there was nothing to compare it to. However, as it was an awareness campaign, we compared the results of the campaign to Global Benchmarks- particularly engagement and time-on-unit metrics. As all the results were significantly better than the benchmarks, KFC and Mark1 Media both agree that this campaign was a success.

26%

Engagement Rate

55 400

Videos Views

68 sec

AVG Video Play

91%

View Through Rate

ACCOLADES FOR THIS CAMPAIGN

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