POCKET FRANCHISE

Silver Spike

Case Film

Presentation Image

TitlePOCKET FRANCHISE
BrandKFC
Product / ServiceKFC POCKET FRANCHISE
CategoryE01. Social Business & Commerce
EntrantHO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA
Idea Creation HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA
Media Placement HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA
PR HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA
Production HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA

Credits

Name Company Position
Steven Li Yum China Chief Marketing Officer
Maggie Chen Yum China Senior Marketing Director
Lynn Zhang Yum China Marketing Director
Bin Guan Yum China Associate Marketing Director
Even Zhu Yum China Marketing Manager
Janica Xu Yum China Associate Marketing Product Director
Sherry Han Yum China Associate Marketing Product Manager
Annabel Gong Yum China Associate Director
Caparina Wu Yum China Assistant Marketing Manager
Gabrielle Fang Yum China Marketing Manager
Mark Shan Ho Communication Creative Director
Dean Yu Ho Communication Creative Director
Cecilia Choi Ho Communication Designer
Murphy Huang Ho Communication Designer
Orange Qu Ho Communication Designer
Amore Shi Ho Communication Copywriter
Lyn Fan Ho Communication Copywriter
Caser Peng Ho Communication Animator
Andrew Hu Ho Communication Account Director
Jocelyn Ren Ho Communication Account Director
Vera Wang Ho Communication Associate Account Director
Caesar Wang Ho Communication Account Manager
April Ye Ho Communication Account Executive

Background

For China's youth, eating out used to mean eating at KFC. But in today's social age, the rise of food platform giants on China's social expanded their dining choices exponentially; it also changed dining habits to ordering in. The challenge was how to attract today's youth to eat out at KFC.

Describe the creative idea

Idea: KFC Pocket Franchise Your social media is valuable real estate, build your own KFC Store on it. Instead of launching social ads, we launched a new business model: Social Gaming Commerce. KFC gave netizens an opportunity to own and build their own KFC Pocket Franchise on their Wechat, China's social giant. Then they pick their pocket staff. Directly from their social feeds, friends can buy exclusive deals and claim at any KFC branch. The pocket franchise owner earns real Cash profits! Social Ranking is important in China. Customers can leave virtual tips that unlock sweet deals and store expansions, to help raise Friends Ranking, Store Popularity Ranking, Sales Ranking.

Describe the strategy

Food Delivery platforms on China social, backed by China's top digital and social giants, shifted the dining habits of China's youth. Meal choices and deals exponentially increased, all accessible with a tap. KFC's physical location dominance became less relevant. Meal decision making happens on social messaging, before stepping out of the door. KFC has 0 social presence during this decision making process. The original task was to do ads on social to remind people to dine at KFC. Instead we built loyalty by letting them... Own a KFC Pocket Franchise Your social media is valuable real estate, build your KFC Store on it.

Describe the execution

We created a new business model: Social Gaming Commerce It's built like a social game but with real social commerce selling KFC. You can DIY your store design right on your Wechat social. Compete with friends on design popularity and sales rankings. Customers can leave virtual tips that unlock sweet deals and surprises. But this virtual store earns real cash profits, when friends buy from your social account and claim at any physical KFC branch. This was launched on 11/27/2018 on Wechat, China's social giant. It is now a part of the KFC business.

List the results

The social campaign is now a NEW KFC BUSINESS MODEL From 0 stores on social to 2,500,000++ KFC Pocket Franchises in just 120 days 560,000 opened on Day 1 2 Million peak Daily active users 42,000,000++ CNY in direct sales alone, in 120 days. Excluding additional sales during store visits. Even celebrities opened KFC Pocket Franchises on their own social estate.

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