Travel, Leisure, Retail, Restaurants & Fast Food Chains
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Media?
The KFC Scroll Thru is the first ever wholly digital branch on social media. It opened in Facebook and Instagram feeds plus on websites throughout the Middle East. So wherever people scrolled, they could stop to order a bite at the Scroll Thru window.
Media approach was key to success. The clever social retargeting approach, deliberate use of in-article rich ads to create a true scrolling experience while browsing websites, as well as the use of display banners as old-school store opening announcements, ensured that the KFC Scroll Thru felt just as real as it would in the offline world.
In the Middle East, fast food delivery is outpacing traditional in-store channels but KFC was lagging behind its competitors. Moreover, even when people did order KFC for delivery, 83% of the time they chose to call in their order, which is a high cost channel. Only 2% of delivery orders were through the website. We needed to change this. Not only for KFC, but to give our KFC chicken lovers an easier and more convenient way to order when the craving for fried chicken hits.
KFC asked for a campaign that would get more people to order online by making it easier and more fun to order. So instead of dialing a number, they would tap their phone to order now. Without having to go through the existing website experience.
Describe the creative idea/insights
Welcome to The KFC Scroll Thru. It’s like a Drive Thru but right in your social feed, Drive Thru window, menu and dedicated employees included. It’s the first ever social media Drive Thru, allowing people to scroll by for a bite when they’re scrolling along their feeds on their 90-meter daily scrolling journey.
Leveraging the shoppable format, Facebook Collection Ad, you can choose your meal right at the Scroll Thru window in your social feed. Meanwhile our Scroll Thru employee presents today’s meals, helps you choose and entertains you if you can’t decide, all bringing the face-to-face service of the physical Drive Thru to social, giving this often very sales-driven channel a human and entertaining touch.
The KFC Scroll Thru is KFC’s newest branch making it easier and more seamless for you to order your favorite KFC chicken. All conveniently placed where you’ll pass it the most: Your social feed.
Describe the strategy.
Ad formats were our inspiration as we really wanted to recreate the drive thru experience online. The Collection Ad and Instant Experience (formerly Facebook Canvas) were the catalysts. Our media experience tells us that these are the effective social formats that deliver a seamless user experience from awareness to sales in few clicks and within a full screen immersive experience.
We used smart targeting, from broad KFC strategic targets (families, teens, expats, locals) to sub-segments (engaged online shoppers, geo-targeting). Then we retargeted custom audiences who didn’t order the first time with different films to grab attention in humorous ways. (eg. “Still haven’t decided what to order”?)
Beyond social, we chose websites in-article rich ads to keep the integrity of the scrolling experience intact. And just like an offline store opening, we announced the KFC Scroll Thru through the clever use of display banners all over the Internet.
Describe the execution.
Campaign optimization - automated AND human - was key in our media execution process. We re-allocated budget to the best performing ingredients of the campaigns: assets, placements, targets, call-to-action, products, etc.
This optimization was not done only once a day, but on an hourly basis. For instance, we went for 'hourly ad schedule' when we discovered that number of orders was much lower between 2 and 5 am. We then "closed" our KFC Scroll Thru Branch in this time period.
We collaborated closely with Facebook to build this campaign, involving their creative, media, and measurement teams to ensure our campaign was set up for success. Together, we have set-up Brand Lift and Sales Lift studies to prove the impact on the different objectives in KSA & UAE.
27 assets were produced to run a performance-based re-targeting campaign that avoided ad fatigue and kept our audience excited with our message.
List the results.
After just 6 days, the KFC Scroll Thru had already made people hungry:
• Over 10 million people reached within the strategic targets
• Click-trough-rate is 5 times higher than benchmark
• 10 times more engagements than usual
• 670,000 clicks to website
• The number of online orders increased by 7.4%
And the numbers continue to rise.