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KFC

Case Study

mDoc is the latest in mobile technology, delivering images, audio and video content directly into SMS inbox of consumers.

KFC

In December 2018, KFC South Africa launched their campaign to “Turn Tuesday into the Best Day of the Week,” offering a 12-piece bucket for R99.90. Digitonic had previously delivered successful campaigns for several well-known brands in South Africa, and so worked with KFC to implement an engaging mDoc marketing campaign to entice customers into their nearest KFC restaurant.

The Challenge

KFC sought an innovative way to boost awareness of their national “Chicken Tuesday” campaign across South Africa. They targeted people who live in close proximity to a KFC restaurant to increase midweek footfall.

Goals

Raise awareness of the “Chicken Tuesday” campaign and highlight KFC locations nearby to each customer.

Increase midweek footfall within KFC restaurants throughout South Africa.

Encourage repeat, and more frequent, custom with a “Tuesday only” offer.

The Solution

Digitonic developed a personalised mDoc campaign with a fun and entertaining short video outlining the offer. The message delivered directly into the SMS inbox of potential customers, and also included copy about the offer and a short link to the website to find the recipient’s closest KFC restaurant.

The mDoc platform ensured that each customer received optimised content for their device.

The campaign was fully-tracked to measure effectiveness and ROI.

Results

The campaign achieved a CTR of 4.56%.

At the end of the trading day, not only was the advertised deal a success, but several KFC lines also sold out after the campaign had been sent. The mDoc campaign significantly outperformed traditional marketing activity for the same offer.

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