{"id":190984,"date":"2023-07-11T12:19:24","date_gmt":"2023-07-11T04:19:24","guid":{"rendered":"https:\/\/www.grab.com\/sg\/?p=190984"},"modified":"2023-08-03T10:06:16","modified_gmt":"2023-08-03T02:06:16","slug":"kfc-launches-new-value-meal-with-the-help-of-grabads-and-achieved-10-3x-roas","status":"publish","type":"post","link":"https:\/\/www.grab.com\/sg\/enterprise-blog\/kfc-launches-new-value-meal-with-the-help-of-grabads-and-achieved-10-3x-roas\/","title":{"rendered":"KFC launches new value-meal with the help of GrabAds and achieved 10.3x ROAS"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"190984\" class=\"elementor elementor-190984\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-76782cdd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"76782cdd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-755c6084\" data-id=\"755c6084\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-40b1a393 elementor-widget elementor-widget-text-editor\" data-id=\"40b1a393\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"809\" class=\"aligncenter size-full wp-image-190985\" src=\"https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809.jpg\" alt=\"\" srcset=\"https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809.jpg 1920w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809-250x105.jpg 250w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809-700x295.jpg 700w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809-768x324.jpg 768w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809-1536x647.jpg 1536w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120800\/GrabAds_CaseStudy_KFC_Web_Masthead_1920x809-120x51.jpg 120w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/p><p><b>Challenge<\/b><\/p><p><span style=\"font-weight: 400\">Fried chicken is big business in Southeast Asia, especially in Thailand, where fried chicken seized the top billing in 2022 as GrabFood\u2019s most ordered dish<\/span><span style=\"font-weight: 400\"><sup>1<\/sup><\/span><span style=\"font-weight: 400\">.<\/span><\/p><p><span style=\"font-weight: 400\">With delivery demand booming, fried chicken powerhouse KFC turned to GrabAds to launch their newest lunchtime value-meal. Featuring three different types of fried chicken, the meal promised to satisfy even the hungriest fried-chicken lover &#8211; at the unbeatable price of 119 baht.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Beyond driving sales, KFC also wanted to use the new menu-item to improve purchase intent among existing customers to create longer-term relationships.<\/span><\/p><p><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1350\" class=\"aligncenter size-full wp-image-190986\" src=\"https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result.jpg\" alt=\"\" srcset=\"https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result.jpg 2400w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result-250x141.jpg 250w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result-700x394.jpg 700w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result-768x432.jpg 768w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result-1536x864.jpg 1536w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result-2048x1152.jpg 2048w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11120855\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Result-120x68.jpg 120w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/p><p><b>Solution<\/b><\/p><p><span style=\"font-weight: 400\">KFC Thailand teamed up with GrabAds to launch a full-funnel campaign aimed at reaching and influencing eaters of all age groups located within delivery range of its 400+ stores on Grab.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">The team placed ads at strategic points throughout the customer journey:<\/span><\/p><ul><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Native image ads on Grab\u2019s home page, greeting users as they opened the app<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Native image ad on the GrabFood home page targeting hungry people in the market for their next meal<\/span><\/li><\/ul><p><span style=\"font-weight: 400\">Together, these ads built awareness of the new menu &#8211; and kept KFC top-of-mind as users navigated the app.<\/span><\/p><p><span style=\"font-weight: 400\">The team planned to closely track the sales impact these ads achieved on Grab\u2019s platform. They also wanted to understand the brand impact of these ads. So they commissioned a brand-lift study to measure how KFC\u2019s campaign impacted purchase intent and ad recall.<\/span><\/p><p><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1350\" class=\"aligncenter size-full wp-image-190987\" src=\"https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat.jpg\" alt=\"\" srcset=\"https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat.jpg 2400w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat-250x141.jpg 250w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat-700x394.jpg 700w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat-768x432.jpg 768w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat-1536x864.jpg 1536w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat-2048x1152.jpg 2048w, https:\/\/assets.grab.com\/wp-content\/uploads\/sites\/4\/2023\/07\/11121008\/GrabAds_CaseStud_KFC_Web_BodyVisual_2400x1350_Adformat-120x68.jpg 120w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/p><p><b>Results<\/b><\/p><p><span style=\"font-weight: 400\">Topline, the campaign delivered 15.9 million impressions with a unique reach of 2.7 million. The\u00a0 CTR was 1.75% &#8211; while 7% of users exposed to the campaign visited KFC\u2019s menu page after either clicking on or within 1 hour of viewing the ad. This contributed to a<strong> 2.1% unique conversion rate<\/strong> and <strong>10x overall campaign ROAS<\/strong>.<\/span><\/p><p><span style=\"font-weight: 400\">In terms of brand impact, Kantar benchmarks showed that GrabAds performance exceeded that of more established digital platforms: Kantar\u2019s analysis showed that KFC\u2019s campaign drove 11% uplift in ad recall, which is double their Southeast Asian norms. The <strong>campaign also clocked a 10% uplift in purchase intent<\/strong> among existing customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">\u00b9 <em>Source: <\/em><\/span><em><span style=\"font-weight: 400\">Grab TH Food and Grocery Trends 2022 report<\/span><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a346439 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a346439\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ed6c3db\" data-id=\"ed6c3db\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7122fc7 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"7122fc7\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.grab.com\/my\/business\/ads\/get-in-touch\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Speak with us<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"Challenge Fried chicken is big business in Southeast Asia, especially in Thailand, where fried chicken seized the top billing in 2022 as GrabFood\u2019s most ordered dish1. With delivery demand booming, fried chicken powerhouse KFC turned to GrabAds to launch their newest lunchtime value-meal. Featuring three different types of fried chicken, the meal promised to satisfy [&hellip;]","protected":false},"author":1638,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[487,496],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts\/190984"}],"collection":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/users\/1638"}],"replies":[{"embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/comments?post=190984"}],"version-history":[{"count":11,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts\/190984\/revisions"}],"predecessor-version":[{"id":192830,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/posts\/190984\/revisions\/192830"}],"wp:attachment":[{"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/media?parent=190984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/categories?post=190984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.grab.com\/sg\/wp-json\/wp\/v2\/tags?post=190984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}