KFC: Vernac test

In an effort to build stronger connections with its customers, KFC tested vernacular copy written in South Africa’s major non-English languages, resulting in significant ROAS improvements and valuable market insights.

Campaign Details

Brand: KFCLead Agency: Yonder MediaRegion: EMEA

Strategy

Objective

Our strategic objective was to test how the use of personalised vernacular creative copy will impact KFC online sales, conversions, trial and purchase intent. The data was also used to generate customers for future engagement and sales via Facebook. We used social media and creative vernacular personalisation to see what the impact would be on business outcomes and to improve the customer's relationship with the brand and leverage brand communication with our audience. Our hypothesis of the study was if we ran vernacular ads on...

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