App Acquisition.
Lower install cost, higher in-app sales. KFC's Facebook campaign optimised for the people who actually came back.
KFC wanted to drive down the cost-per-install on its mobile app while increasing the sales made through it, by optimising for the most active users, those with high retention rates, and those with high lifetime value.
Best-in-class creative beats best-targeted creative when both can be done at once. The acquisition problem in QSR isn't reach, it's value-density per install.
We worked alongside Facebook, MediaCom and KFC to develop best-in-class creative for the platform and run an app acquisition campaign optimised for the user types that actually grew the business. Fully written up in this Facebook Business success story.
The campaign hit its targets across CPI, retention and in-app revenue, and Facebook published the case as a business success story.