KFC Christmas Pocket Store|海报/平面|广告营销案例【ADGuider广告指南】

肯德基圣诞口袋店

案例简介：背景肯德基在中国拥有超过5,800家门店。这听起来很多，但由于人口13.9亿，每240,000人只有一家肯德基商店。在中国天价的租金成本下，肯德基如何能够开设更多的商店，卖给更多的中国消费者？圣诞节期间，肯德基开设了线上线下一体化的年度圣诞炸鸡店。描述创意 (投票30%) 不仅是线下主题商店，肯德基还推出了在线 “肯德基口袋店”-使用中国第一大社交平台微信的虚拟肯德基商店。在整个中国，任何有电话的人都可以开一家肯德基口袋店。描述策略 (投票20%) 肯德基的目标消费者年龄在20至27岁之间。他们是数字原住民，活跃在社交媒体上。肯德基利用微信平台有效地与这些年轻人互动，并提高对 “肯德基圣诞炸鸡店” 活动的认识。描述执行 (投票20%) 肯德基口袋商店在微信上启动，还有两个为 “肯德基圣诞炸鸡店” 活动创建的电视节目，该活动在电视、地铁站和社交媒体上播出。通过扫描TVCs上的QR码或单击微信广告，用户可以进入Pocket Store mini程序-微信商务企业平台，人们可以在其中获得打开，设计和共享自己的Pocket Store的体验。 1.从订购到促销，甚至允许朋友从彼此的口袋商店订购餐点，都具有完整的商务功能。 2.由于地理位置集成，当客户走进肯德基时，订单已准备好快速提货。 3.消费者可以在真正的肯德基商店兑换他们的口袋商店订单，同时他们可以通过在肯德基超级应用程序上使用自助订购服务来快速提货。 4.用户自然开始在社交媒体上分享他们的订单和体验。列出结果 (投票30%) 除了线下主题商店，肯德基口袋商店成为肯德基有史以来最成功的移动商务计划。它将品牌客户转变为品牌共同所有者，并将品牌商业转变为 “我的商业”。口袋商店在第一天开放: 560,000 每日活跃用户峰值: 260万 + 第一口袋商店销售额: 100万美元以上 900% 超过销售目标在短短几个月内开设了200万家口袋店，肯德基在中国的 “商店” (虚拟商店 + 肯德基线下商店) 数量增加了345倍! * 数据来源: 百胜中国。

肯德基圣诞口袋店

案例简介：Background KFC has over 5,800 stores across China. This sounds like a lot, but with a population of 1.39 billion, that’s only one KFC store for every 240,000 people. With China’s sky-high rental costs, how was KFC able to open more stores to sell to more Chinese consumers? During Christmas festive season, KFC opened annual Christmas Fried Chicken Shop integrated online and offline. Describe the creative idea (30% of vote) Not only offline themed stores, KFC also launched online ‘KFC Pocket Stores’ - virtual KFC stores using China’s No.1 social platform, WeChat. All across China, anyone with a phone could open a KFC Pocket Store. Describe the strategy (20% of vote) KFC’s target consumers are aged between 20 to 27 years old. They are digital natives and active on social media. KFC leveraged the WeChat platform to effectively engage with these young people and raise awareness for the ‘KFC Christmas Fried Chicken Shop’ campaign. Describe the execution (20% of vote) KFC Pocket Store was launched on WeChat, along with two TVCs created for the ‘KFC Christmas Fried Chicken Shop’ campaign, which aired on TVs, at metro stations and on social media. By scanning the QR code on TVCs or clicking on WeChat ads, users were directed to Pocket Store mini program - the WeChat commerce enterprise platforms where people could get the experience to open, design, and share their own Pocket Stores. 1. Full commerce capabilities from ordering to promotions to even allowing friends to order meals from each other’s pocket stores. 2. Thanks to geo-location integration, orders were ready for fast-track pick-ups when customers walked into KFC. 3. The consumers could redeem their Pocket Store orders in real KFC stores, meanwhile they could have a fast-track pick-up by using self-ordering service on KFC Super APP. 4. Users naturally began to share their orders and experiences on social media. List the results (30% of vote) Apart from offline themed stores, KFC Pocket Store became KFC’s most successful mobile commerce program ever. It turned brand customers into brand co-owners, and transformed brand commerce into ‘Me-Commerce’. POCKET STORES OPENED ON DAY ONE: 560,000 PEAK DAILY ACTIVE USERS: 2.6 million+ NO.1 POCKET STORE SALES: USD $1 million+ 900% OVER SALES TARGET With 2 million pocket stores opened in just a few months, KFC has increased their number of ‘stores’ (virtual stores + KFC offline stores) in China by 345 times! *Data source: Yum China.