From promotion to temptation – How we managed to drive 3x more sales to the KFC App
Description
We have transformed our performance marketing strategy to inspire people to choose KFC specifically, rather than just any meal, aiming to divert traffic to their brand. This involved a strategic shift from using promotions to creating “temptations”.
Key elements of this “ultimate Fried Chicken craving machine” strategy include:
• Dominant Color: Making red their dominant color
• Visual Focus: Shifting from showing distant meals to zooming into “delicious details”. This highlights the “Crispy Crunchy exterior up close” and allows users to “Savor the most cravable moment”.
• Sensory Language: Employing more sensorial language in their communication.
• Audio Integration: Adding sound keys in their ads and within their app to enhance the sensory experience.
• AI-Driven Journey: Utilizing AI to identify “cravable movements” and then recreating the entire customer journey around these moments to optimize appeal.
• Holistic Approach: The overarching goal was to make “everything yummy,” with an ambition to even make a phone “smell like fried chicken” if possible.
Ultimately, KFC aimed to build “the ultimate Fried Chicken craving machine” with an app described as “Finger Licking Good as our chicken”.