KFC: Secret menu

KFC, a fast-food chain, launched a campaign in Australia to drive PR coverage and earned media reach, acquire new KFC app users, drive retention of the app and drive app sales.

Objectives

Our first objective was to create a newsworthy conversation about KFC's App. Then, for that conversation to lead to downloads and sales. And crucially, for customers to keep the KFC App on their phone.

Objective 1: Drive PR coverage and earned media reach.

Target: 50 pieces of media coverage, and 20 million media impressions.

Objective 2: Acquisition of new KFC App users.

Target: On a daily basis, new app users were increasing by 5%. We wanted to increase the download rate to 10%.

Objective 3: Drive retention of our KFC App.

Target: 50%...

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