PK CARD, A WIN-WIN COLLABORATION BY CONNECTING DATA FROM 2 LEADING BRANDS!

TitlePK CARD, A WIN-WIN COLLABORATION BY CONNECTING DATA FROM 2 LEADING BRANDS!
BrandPIZZA HUT, KFC
Product / ServicePK CARD (THE CO-BRANDED MEMBERSHIP APP BY PIZZA HUT AND KFC)
CategoryC03. Data Driven Targeting
EntrantDENTSU X Taipei, CHINESE TAIPEI
Idea Creation DENTSU X Taipei, CHINESE TAIPEI
Media Placement DENTSU X Taipei, CHINESE TAIPEI
Production DENTSU X Taipei, CHINESE TAIPEI

Credits

Name Company Position
Sefica Chen dentsuX Taiwan Creative Director
Britney Lin dentsuX Taiwan Associate Creative Director
Tiffany Dai dentsuX Taiwan Senior Copywriter
Max Yeh dentsuX Taiwan Senior Copywriter
Rain Liao dentsuX Taiwan Art Director
Lydia Lee dentsuX Taiwan Associate Media Director
Iting Lo dentsuX Taiwan Media Manager

The Campaign

We connected Pizza Hut and KFC CRM data by creating a data sharing platform. Because of the powerful data sharing platform, we were able to research, target and engage two brands’ customers and audiences effectively. From the sharing data of meal-ordering device and focus group interviews, we have come to realize that millennials are heavy users of mobile phone in ordering foods. They are key decision makers in purchasing meals for gathering moment as well. They prefer to receive real-time membership rewards or discounts and total customer experience both online and offline. They are pursuers of a life with ever more freedom and less restriction. Therefore, “Enjoyment without limits” is adopted as our brand proposition. A diversity of touchpoints where pleasure is found are mapped out and connected to offer customers a fulfilling experience.

Creative Execution

“Dynamic Content Maximization” is used as the theme of execution: By analyzing keyword search trends and real-time ordering data from our sharing platform, we have discovered many pleasure-enjoying moments, including Festivals & Parties, Pop Music, eSports & Gaming, to Drama & Cinema and Sports Events. According to these pleasure-enjoying moments, we have dynamically delivered highly relevant content to different audiences to create experiences with unlimited enjoyment. Altogether, PK Card was thereby able to successfully garner a strong market position from December of 2017 to February of 2018, a peak season notably for gathering meals and pleasure sharing.

Within three weeks of time after PK Card launch, our campaign quickly acquired more than 120,000 paid members and achieved 83% in brand preference. Our total digital reach got more than 20 million impressions. We thereby created an engagement rate of 4.3 times more than our KPI. Our efforts by creating a data sharing platform for Pizza Hut and KFC have successfully served the purpose of increasing the brand commerce of PK Card. This success made in Taiwan market has become a best practice in Yum! Brands, Inc. for its global loyalty program and win-win collaboration.

Pizza Hut and KFC, two giants in fast food industry, launched a co-branded membership app, PK Card. To maximize synergy effects and create a win-win collaboration among two leading brands, we connected Pizza Hut and KFC CRM data by creating a data sharing platform for PK Card. Besides, by matching CRM data and media data, valuable customers and potential customers were also identified and engaged effectively. In the meantime, dynamic contents highly related to pleasure-enjoying moments from ordering data and search trends were developed; a diversity of dynamic contents appealing to consumers were delivered at different touchpoints.

Insights, Strategy and the Idea

Millennials as our target audience, we have divided them into two sub-groups based on two brands’ sharing data: 1. The most valuable existing customers: We integrate our CRM data with media data from Google and Facebook by Customer Match to identify our most valuable customers. We achieve the purpose of real people-based targeting and encourage upgrade services, converting them into PK Card paid members. 2. Potential customers with lifestyle of pleasure-seeking: Based on Customer Match list, we target our similar and lookalike audiences to expand the reach of potential customers with lifestyle of pleasure-seeking. By doing this, we increase the awareness of PK Card launch and the engagement between consumers and brand content.