Challenges

  • Nine Campaigns, Three Consumer Groups

    KFC wanted to reach new consumers to lift awareness of their brand and products, so they turned to Xaxis. Xaxis developed nine campaigns throughout the year, spanning a wide range of budgets to target three specific consumer groups.

  • Nine Campaigns, Three Consumer Groups

    KFC turned to Xaxis to devise a campaign that would encourage new consumers to try their products, lift awareness and generate brand preference among their competitors. They needed to target three very specific consumer groups – busy families, hungry males, and young adults - to ensure the most effective campaigns. 

  • Nine Campaigns, Three Consumer Groups

    Incorporation of third-party data to find relevant audiences online was needed to efficiently target the demographic with dynamic creative ads. Xaxis also utilized TV inventory partners in their yearly broadcast buy to verify that the in-demo audience was being served the video creative.

  • Approach

    Xaxis used cross-channel technology to reach KFC's target audiences across mediums.

    The media used including display and video to drive exponential increases in brand awareness and product consideration, as well as driving users down the funnel towards converting. The Xaxis team incorporated 15 and 30 second pre-roll on Xaxis TV, Premium inventory sources, FEP inventory, as well as running added value on mobile devices. 

Solution

  • Millions of impressions served.

     

    Xaxis was able to serve millions of impressions and thousands of clicks to the KFC site and related domains. These efforts produced a substantial boost in awareness and support for ongoing branding efforts.

    Millions

    Of Impressions Served
  • Brand lift and awareness achieved.

     

    KFC saw significant brand lift, product consideration and brand awareness across several product and seasonal promotions. Xaxis drove clicks and site traffic specifically to the KFC catering page in their dedicated effort, and drove hundreds of thousands of video views and completed video views within the campaigns. 

    Millions

    Of Impressions Served
  • Bridging the gap between buys and video.

     

    A key component of this campaign was the integration with Partner Campaign Ratings data to verify digital video buys. This partnership effectively bridged the gap between broadcast buys and online video.

    Millions

    Of Impressions Served