HOW KFC USED DATA TO WIN THE BURGER WARS
Everyone loves a good David vs Goliath story, and in 2017, KFC needed to go head to head with burger monolith McDonalds for the launch of the KFC Zinger Double Down. But it wasn’t going to be easy to lure millennials into KFC – they were less receptive to invasive ad formats and simply preferred the hipster cool McDonalds.
So, KFC turned to data to lead the way.
Using social listening, we analysed brand and competitor conversations to understand the kind of conversation millennials were having. Through this clustering analysis, we mapped out opportunities for KFC to join the conversation and engage with millennials on a one-to-one basis. All of these categories and sub categories were updated in real time to ensure that we engaged with the most relevant conversations while the interest and excitement was still burning.
And it worked.
Social media engagement reached an all-time high – 67% increase in total conversation volume on social and 37% more positive sentiments than McDonald’s during campaign period. Total servings exceeded their 2012 and 2014 launches by 148% and 187% respectively. It was by far the most successful KFC Zinger Double Down run in KFC Malaysia’s history, selling out in just 4 weeks — 2 weeks before the official end date.
Also credited for this entries are:
Universal McCann Malaysia
CRUSHING THE BIGGEST SHOPPING DAY ON THE PLANET
Single’s Day, the one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally. Started as an obscure anti-Valentine celebration, now Single’s Day revenue is twice the total of Amazon Prime Day, Black Friday and Cyber Monday together in the US. It is the most important day for many retail brands in the whole year. For many brands, the day makes up for more than half of their sales in the year.
We want to drive drive traffic to Uniqlo offline stores on the biggest e-commerce day!
By combining both offline and online purchase data, we were able to identify multiple methods to bring Uniqlo’s Alibaba shoppers to their offline stores. We combined years of consumer insights of Single’s Day shopping, category understand, location data and purchase behavior of this Single’s Day, segmented consumers and pushed relevant messages and creatives to different audiences, all to maximize traffic to the 500 stores Uniqlo has all over China.
Traffic to Uniqlo stores this year is 10 times more than last year during Single’s Day. There were long lines in front of every Uniqlo stores. Not only that, each Single’s Day order is 34% more than the ones online. This offline plus online approach makes Uniqlo the biggest winner in terms of sales in the apparel category this Single’s Day. Moreover, acquiring one consumer offline on Single’s Day ended up being 100 times cheaper than online! Consumers also welcomed the approach with immensely positive feedback. “I get to try the products on, with the same price online and zero wait for my packages!”