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.