Mobile Video Drives Cross-Platform Engagement
The first UK Kentucky Fried Chicken restaurant opened in 1965. To celebrate KFC’s 50th anniversary in the UK, they wanted to use Facebook to ensure they were reaching the large majority of their target audience, and Twitter to ensure those users were engaged.
By using Adaptly’s technology and their agency Blue 449’s forecasting expertise, together we developed a video advertising campaign targeted to the core KFC demographic comprised of consumers aged 18+ who have demonstrated an affinity to ‘quick service restaurants’ and who are largely on their mobile device. This targeting reflected the media consumption habits of KFC’s core audience, and allowed Adaptly to serve them an ad at the point of purchase.
The results of the campaign greatly exceeded expectations. Nearly 10 million consumers were reached at a frequency of 2.2 with 91% of impressions delivered across mobile devices; Facebook and Twitter delivered a 4000% increase in video views against 3rd Party Video Facebook Link Ads; and Twitter engagement rates rose from 1.03% to 6.09% over the campaign.