KFC's game-changing approach to mastering the delivery market
Services
Sales
Mobile
Overview
KFC wanted to launch its own delivery service in a crowded, 竞争市场——被第三方聚合平台和该品牌大手笔的主要竞争对手占据的市场, 但这提供了一个诱人的机会，因为2022年餐馆的外卖和外卖销售额是疫情前的两倍
Challenge
肯德基将群邑Nexus的跨渠道解决方案引入其营销厨房，以实现其关键业务目标和活动目标:
●通过收购足够多的(4)外卖服务，确保肯德基自有外卖服务实现盈利.3% or higher) of total KFC Delivery sales via KFC’s owned delivery service
●提升应用下载量、每日应用用户和应用交易，以获取客户并推动销售
●通过在商店配送区执行平衡的媒介配送来减少浪费, 目的是让每个成年人都能接触到一种加权的跨媒体传播.
However, to effectively launch the delivery service across 617 of KFC's +1000 stores, KFC would need to deliver a campaign spanning 657 postcode areas, each varying in size, population, and characteristics. Consequently, 每个地区媒体库存的可用性差别很大，这种规模的传统宣传活动费用高昂.
To effectively and efficiently reach consumers in all these locations, 肯德基转向传立和群邑Nexus，利用其跨渠道解决方案推出肯德基外卖服务，并开展了首次全国推广活动.
Killer stats
Approach
GroupM Nexus知道在全国范围内推出肯德基的外卖业务, without getting drowned out by heavy-spending competitors, 是否需要一种高度针对性的方法，专注于在可行的受众范围内的SOV，但同时需要确保达到规模.
In addition, 该活动将需要大量的灵活性和敏捷性，以配合实时交付能力. GroupM Nexus的跨渠道解决方案允许通过单一入口点和优化实现所有这些, by combining the strengths of advanced TV, digital audio, digital out-of-home (DOOH), mobile, premium digital video, 优质显示，大规模精准编程式投放媒体.
KFC stores have a focussed delivery radius, so the campaign needed to precisely target audiences within these areas, 同时确保617家门店的最大知名度，在每个目标区域都有相同的印象权重. 它还需要对单个商店遇到的任何交付能力变化或挑战做出反应. GroupM Nexus克服了这一点，通过使用规模跨渠道的媒体组合，构建了一个针对每个邮政编码的活动, 通过为每个渠道分配适当的权重，确保每个地点的平均交付. 例如，一次可寻址电视曝光被认为等于14次数字显示曝光. 这种加权方法确保该运动在所有领域获得平等和最大的曝光, 尽管在每个媒体频道组合中使用的略有不同.
However, this was only half the story, 因为通过将肯德基的实时应用程序销售数据与媒体交付集成在一起的首个仪表板，实时性能优化成为可能. Using a measurement solution developed by Mindshare, Reactive Media Attribution (RMA), 肯德基的应用程序会话按频道和邮政编码与媒体支出相关联, 使广告活动不断改变媒体组合，以推动更好的表现. 使用仪表板可以使活动具有高度的反应性，从而进一步提高效率. In one example, 当确定有25家商店由于外部因素而不再提供创意时, 预算立即转移到其他地方，从而进一步减少了浪费.
Results
GroupM Nexus cross channel activation exceeded business and campaign targets; the agile distribution of media budgets prioritised areas where delivery was available and deprioritised areas with low or declining delivery capacity, while the RMA dashboard drove further efficiencies, making the campaign work even harder. 我们以最灵活的方式成功地开展了一场全国性的活动, specifically achieving:
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Gross Revenue ROI of 8.8, 38% higher than the 2022 all media average.
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4.7%的肯德基外卖销售是通过肯德基自有的外卖服务获得的.3% target.
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自有外卖活动是2022年所有活动中最有效的肯德基应用程序会话驱动者, 226% higher than the 2022 all media average.
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App traffic increased by 31%.
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RMA attributed 8x more app events to media than KFC’s last-click solution, 展示群邑Nexus跨渠道激活对性能的影响.
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在预算相同的情况下，RMA渠道组合优化的应用会话增加了20%.
Nexus的创新将肯德基各个特许经营店的近现场销售数据连接到全国范围内, multi-channel campaign, transforming the launch of our delivery service. 它使实时优化能够持续推动销售并确保盈利, 创建一个可以根据现实世界条件进行调整的反应性战役. Due to the phenomenal capability of this approach to maximise results, we have been working to apply it to upcoming campaigns.
