KFC South Africa was looking to enable dynamic ads to boost their online sales and make their advertising more efficient by reaching the right customers with the right menu items. They also wanted to scale their branded look across all the dynamic ads they’d be creating.
- Setting up a dynamic environment to support DPAs and funnel-based remarketing
- Branding their creatives at scale
- Highlighting weekly deals
- Creating a best-seller product set for prospecting
Setting up a dynamic environment to support DPAs and funnel-based remarketing
ROI Hunter started by setting KFC up with Dynamic Product Ads (DPAs), an effective way to retarget customers and site visitors, to boost the online sales of over 99 products, which ranged from burgers to their “Streetwise” menu.
Yonder helped with the implementation of the right remarketing strategy by showing specific products to people who had already expressed an interest in them, either by viewing them online or adding them to their online shopping cart.
Highlighting weekly deals
ROI Hunter also applied the templates matching KFC’s brand guidelines and used the IF/THEN conditions feature in the Template Editor (TEDI), a solution for efficiently creating dynamic promotions, to create special weekly offers, such as Wednesday-only deals.
Creating a best-seller product set for prospecting
Yonder took advantage of ROI Hunter’s Product Insights, a tool which gathers product-level data from across different channels and merges all of the given data into the Product Marketing Platform (PMP) to create a singular, more granular data source.
When it came to prospecting and acquiring new users, Yonder used Product Insights to identify and automate showcasing the best-selling products from KFC’s menu to new customers to gain immediate traction.
With Product Insights, KFC could also identify ‘Hidden Gems’ by filtering for products with low Facebook impressions, but high transactions/revenue on other channels. With these products identified as strong sellers, KFC knew they were worth promoting on Facebook for good results.
Branding their creatives at scale
In addition, the new campaigns used TEDI to create beautifully branded creatives without the need of a graphic designer. They implemented a mixture of collection and carousel ad formats to showcase KFC’s various products in enticing ways. Each ad featured strong messaging and the applicable offer that linked consumers directly to KFC’s website to encourage online purchases or curbside pickups. KFC South Africa ran the ads on Facebook, Instagram, Marketplace, and Audience Network to reach more consumers in South Africa across various platforms.
KFC South Africa’s new dynamic campaign obtained significantly better results than those in the past. Their new DPA campaign outperformed their static campaigns, yielding 89% higher ROAS (return on ad spend), 23% higher CTRs (click-through rates), and a 43% decrease in CPP (cost per purchase).
In the second campaign, where they promoted and automated their best-selling products, KFC South Africa further increased their ROAS by 211% and lowered their CPP by 40%!