The Challenge
The Online Food Delivery vertical grew by 21% YoY in 2023, and it’s expected that this increase will rise to 40% by 2027 (Statista). One of KFC’s challenges was to gain ground in the sector by boosting its own web platform and mobile app to double e-commerce transactions in 2023.
The Approach
Offering a delivery promotion through the KFC app for new users was key to developing a full-funnel strategy.
We expanded the message in the upper funnel with Bumper Ads campaigns on YouTube targeted at our audience.
In the middle funnel, we worked on a phased scalability model, increasing app downloads from new users.
In the lower funnel, to encourage orders from users who already had the app but hadn’t yet placed an order through it, we activated an app campaign with the goal of purchase. Here, we targeted users acquired in the upper and middle funnel stages, as well as previous users who hadn’t made a purchase.
In the design and execution of the strategy, both AI for campaign optimization and audience targeting, maximizing 1st Party data in a cookieless environment, and the creative part, working on clear and concise creatives, were essential to reach the users we wanted to impact at each stage.
Since 2019, we’ve worked closely with KFC, constantly adapting to market demands. Thanks to our knowledge of the vertical, as well as as our experience in managing digital campaigns, we’ve been able to exceed expectations for this initiative.
The Results
Historical highs in purchases through the KFC app, with a 207% global growth in delivery transactions during the
promotional period, multiplying new user orders by x4. Additionally, app usage increased by 22% WoW, with an additional 35% growth in application downloads.
The campaign has been crucial in
Maxime Vanostende- Digital Strategy Manager- KFC Iberia
promoting home delivery orders and
driving the usage of our app among
new users