The fast food segment is highly competitive. Yummy, Period, Burger King, local chains, and delivery are all competing for the attention of the same audience. 

It is necessary to inform about promotions and seasonal positions in a short time and through popular channels. To solve this problem, the KFC brand turned to the BYYD mobile platform.

Using the KFC case as an example, we describe how, in an oversaturated market, mobile advertising helps to expand product knowledge and encourage users to purchase.

Tasks:

• Attracting target users to the landing page

• Increase brand awareness

• Expanding knowledge about the product

• Stimulating the target audience to purchase

Tools:

• Fullscreen banners

• Targeting by socio-demographic characteristics and interests

• Optimization: SSP, Categories, Applications

Geo: Aktau, Aktobe, Almaty, Astana, Atyrau, Karaganda, Kostanay, Kosshy, Kyzylorda, Pavlodar, Taldykorgan, Taraz, Uralsk, Ust-Kamenogorsk, Shymkent, Petropavlovsk, Temirtau, Ekibastuz.

To achieve our marketing goals, the BYYD team has targeted all users aged 16-45. This is due to the fact that KFC's target audience covers a wide age range and actively uses smartphones and food delivery apps. 

The Fullscreen format is selected as the creative. This is a full-screen banner that immerses the user in the content without distracting elements. This is especially important in conditions of high competition in the fast food segment. 

Vivid visual, animation, and images of dishes enhance the desire to place an order right now.

During the advertising campaign, two flights were held — from February 19 to February 29 and from March 1 to March 31, 2024. 

During the campaign, the applications were selected, the traffic from which gave the best performance. With the help of daily manual optimization, we managed to reach a CTR higher than the planned value.

As a result of the first flight, it was possible to reach more than 2,120,000 unique users and achieve a CTR of 0.64%.

During the second flight, we managed to achieve 7.8 million impressions and 48,000 clicks. The ad reached more than 2,120,000 unique users, with a CTR of 0.61%.

In-app promotion on the BYYD platform helped the KFC brand attract its target audience to the landing page and increase sales. 

For more information about the case, see the website.

You can contact us for a consultation.:

• Via email hello@byyd.me  
• Through the form on the website