KFC Case Study
Clinch’s Flight Control Platform Helped KFC Launch a Personalized Ad Experience Across CTV
KFC Case Study
Clinch’s Flight Control Platform Helped KFC Launch a Personalized Ad Experience Across CTV
Ever since taking their chicken trades abroad in 1965, multinational food chain Kentucky Fried Chicken (KFC) has established a significant presence across Europe, specifically Germany, where they’ve amassed an impressive 191 restaurants. However, the consumer tastes of 2023 are much different than those of the former era.
Vegetarianism is on the rise, prompting KFC to incorporate new meatless menu items to appeal to an increasingly divided customer base. But how does a brand with the words “fried chicken” in its name promote their new plant-based offering, while continuing to cater to their carnivorous cohorts? KFC enlisted Clinch to deploy a personalization-at-scale ad solution that offered the power and accuracy to reach prospects across Germany with branded messages that speak to dietary preferences, to drive awareness via viewership and engagement.
Strategy
In conjunction with agency GroupM, Clinch’s omnichannel campaign activation platform, Flight Control, enabled KFC to effectively reach and engage their audience, and improve operational efficiency, which protected budgets and kept pace with quarterly promotional cycles.
Custom Dynamic Creative Templates
Flight Control’s ability to auto-assemble creative at scale enabled KFC to update their campaign with variables that supported their quarterly promotional sales programs. This included a regular cadence of swapping featured promotions that varied by restaurant, QR codes, and messaging. Given the volume of creatives, this process would have been impossible to manage manually.
AI-driven Decisioning Engine & Smart Video Ad Server
Flight Control married signals from Placement IDs that indicated a meat-eating or vegan audience, location of that audience, along with data feeds indicating the nearest KFC restaurant to that audience, to serve the most relevant creative output.
- Distance thresholds were set at 20 km radius to the viewer.
- An awareness-based fallback to be triggered if these parameters went unidentified or could not be met.
Results
The automation, optimization and efficiency enabled by Flight Control yielded a successful personalized Connected TV campaign for KFC.
- Unique operational efficiencies native to Flight Control, like automated tag wrapping and an intuitive UI, provided a centralized space for planning, activation and measurement – which resulted in a 66% faster speed to market compared to KFC’s alternative/manual three-week setup process.
- Clinch’s robust creative authoring capabilities generated 365 unique and dynamic creative variations that changed in real time based on continuously changing events and circumstances at each of their 191 restaurants. Viewer response to the personalization strategy was favorable, as of the 5.6 million impressions served, personalized videos achieved a 93% average video completion rate.
Meat Eater Creative
VeGETARIAN Creative
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