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：背景肯德基在中国有 5,800 多家商店。这听起来很多，但是有 13.9亿人口，每 240,000 人只有一家肯德基店。由于中国的租金成本极高，肯德基如何能够开设更多商店向更多中国消费者销售？圣诞佳节期间，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 (30% 的选票) 不仅是线下主题商店，肯德基还推出了在线 “肯德基口袋商店” -- 使用中国第一社交平台微信的虚拟肯德基商店。在中国各地，任何有电话的人都可以开一家肯德基口袋商店。描述策略 (20% 的选票) 肯德基的目标消费者年龄在 20 至 27 岁之间。他们是数字本地人，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接触，提高对 “肯德基圣诞炸鸡店” 活动的认识。描述执行情况 (20% 的选票) 肯德基口袋商店在微信上推出，还有两个为 “肯德基圣诞炸鸡店” 活动创建的电视节目，在电视，地铁站和社交媒体上播出。通过扫描电视上的二维码或点击微信广告，用户被引导到口袋商店迷你程序 -- 微信商务企业平台，人们可以在这里获得打开、设计、分享他们自己的口袋商店。 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的完整商业能力。 2.得益于地理位置整合，当顾客走进肯德基时，订单已经准备好快速提货。 3.消费者可以在真KFC店兑换口袋店订单，同时可以通过KFC超级APP上的自助下单服务进行快速提货。 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 (30% 的选票) 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项目。将品牌客户转变为品牌共同拥有者，将品牌商业转变为 '我商'。口袋商店第一天开业: 560,000 峰值日活跃用户: 260万 + NO.1 口袋商店销售: USD $ 100万 + 超过销售目标 900% 在短短几个月内，200万家口袋商店开业，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! * 数据源: Yum China。

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.