KFC
THE KFC Scroll Thru
The Arab youth spend 3 hours daily online, equating to scrolling through 90 meters of content a day. So when KFC Middle East wanted to make it easier for their young consumers to order in, we decided to open a Drive Thru on a slightly different route than the usual big city roads: The route from the top to the bottom of their social feeds.
Recently featured on facebook BUSINESS Success Stories
EFFIE Mena 2019 Winner: 2 Gold & 1 silver
LYNX MENA 2019 Winner: GOLD & SILVER
ROLE: Concept, idea, media strategy
WELCOME TO THE KFC SCROLL THRU
LIKE A DRIVE THRU, BUT RIGHT IN YOUR FEED.
Leveraging the shoppable, mobile format, Facebook Collection Ad, people could choose a meal right at the Scroll Thru window in their social feed. Meanwhile, our Scroll Thru employee would welcome people, present the meals, help them choose and even entertain them if they couldn’t decide.
SEQUENTIAL STORYTELLING
Using the targeting possibilities of digital and social media, we opened the KFC Scroll Thru in social feeds and on websites all over the Internet – wherever people would scroll, they could scroll by for a bite. Then, we retargeted them with videos from The Scroll Thru where our KFC employee would welcome them back and help them choose if they didn’t order anything the last time around.
USER JOURNEY
RESULTS
After just 1 Month, the KFC Scroll Thru had already made people hungry:
Over 24 million people reached within the target audience
Click-trough-rate is 5 times higher than benchmark
10 times more engagements than usual
Over 2 million clicks to e-commerce platform
The number of online orders increased by 7.4% - and the numbers continue to rise.
Over 70.000 meals delivered
Cost per order 30% cheaper than before
The KFC Scroll Thru won Gold and Silver at Dubai Lynx 2019.
