Summary
WHY DON'T YOU ANSWERRR! Don't worry #ChickenDoesntHoldGrudges Gone are the days of the old conventional approach of requesting, or yet worse, begging the customers to come back to a brand. With this campaign, KFC India conveyed feelings of betrayal, hostility and outrage towards lapsed KFC customers but in an amusing manner in order to win them back, eventually absolving their guilt by saying ‘Don’t Worry #ChickenDoesn’tHoldGrudges' and giving them massive discounts.
Challenge
Since the start of the lockdown, a lot of people seemed to have shifted towards online buying. While aggregator apps such as Swiggy and Zomato have seen a sizable jump in revenue with this shift, branded fast food diners were relying heavily on them to retain their customers, while struggling to forge a personally on their own. In October 2021, KFC India decided to update their app in an attempt to keep up with the growing online demands of an India that was primarily staying indoors. However, a lot of the customers were observed to be interacting very little with the app or not at all. Over a period of 6 months even everyday customers were being lost partly due to inertia and some early user experience issues. Hence the KFC Winback journey began as a campaign to re-engage old KFC customers and bring them back in the fold.
Objective
To win back old KFC customers lost during Covid due to the excessive shift towards online food buying & create a behavioural trigger for them to order from KFC's Native App rather than aggregator platforms such as Swiggy & Zomato. KPI - To win back 3000 lapsed customers month on month.
Strategy
Since a lot of the customers were observed to be interacting very little with the app or not at all, along with Mirum, their all-purpose CLM marketing agency, KFC decided to invest in Braze, a real time customer engagement platform that would allow the benefits of contextual targeting to retain and win back their customers through real time messaging. And, hence the KFC Winback journey began as a campaign to re-engage old KFC customers and bring them back in the fold. From what was initially proposed as a basic automated journey in its rudimentary stages, the Mirum team worked hard to add additional context and create individual steps that really reflected the customers’ behaviour rather than some generic marketing ploy. The idea behind the campaign was to stray away from the conventional approach of requesting, or yet worse, begging the customers to come back to the brand. Each line of communication from the brand to the lapsed customer would convey feelings of betrayal, hostility and outrage but in an amusing manner, eventually absolving the customer’s guilt by saying ‘Don’t Worry #ChickenDoesn’tHoldGrudges” Emailers that were sent out treated each lapsed customer like an ex-lover and the whole campaign akin to an ordeal of a one-sided love affair. Customers who downloaded the app after the emailers were sent out quirky Push Notifications. Basically, we became the sweet yet psycho ex-girlfriend of your dreams. Additional segmentation was done to send out SMSs by studying the customer data. Communications were personalised with data unique to each customer, such as time spent browsing our menu... and their favourite products, reaching out through all channels and successfully rekindling the romance with the KFC crowd.
Data
12,14,810 lapsed customers who've not purchased from KFC in the last one year, identified through an Automation Tool (Braze) and further classified into innumerable sets on the basis of RFM Model going back one year in time and studying the past purchase history when they were active customers using the following parameters - Recency: 6 month old active purchase data with Last Purchase, Time Spent on the app, Favourite Product/Category Frequency: Frequency of purchases - Annual High Frequency, Annual Low Frequency, Lapsers, First to Repeat Monetary: Value of each purchase, Average Order Value Using the RFM model we got multiple marketing co-horts. This was further lensed with demographic & geographic data for added contextualisation. From the data we'd received from KFC, most app transactions were majorly in 18-35 age group which informed our creative approach.
Solution
The idea behind the campaign was to stray away from the conventional approach of requesting, or yet worse, begging the customers to come back to the brand. Each line of communication from the brand to the lapsed customer would convey feelings of betrayal, hostility and outrage but in an amusing manner, eventually absolving the customer’s guilt by saying ‘Don’t Worry #ChickenDoesn’tHoldGrudges'. Emailers that were sent out treated each lapsed customer like an ex-lover and the whole campaign akin to the ordeal of a one-sided love affair. Customers who downloaded the app after the emailers were sent out quirky Push Notifications. Basically, we became the sweet yet psycho ex-girlfriend of your dreams. Additional segmentation was done to send out SMSs by studying the customer data. Communications were personalised with data unique to each customer, such as time spent browsing our menu and their favourite products, reaching out through all channels and successfully rekindling the romance with the KFC crowd.
Results
The campaign proved to be a success with a dramatic 3X increase in the %age of the customers won back month on month, and continues to automate the process of winning back close to 10,000 customers per month to this day. The campaign also shows 18% better purchase conversion via Campaign vs Control. Session Started No of Wonback Customers on month on month basis Jul-21 3237 Sep-21 4316 Nov-21 6474 Jan-22 9711 Mar-22 10038 May-22 8940
