Challenge

KFC wanted a way to identify and target high propensity customers to complement their existing OOH activity and prove effectiveness.

Solution

Using mobile location data, geofences identified devices that had frequented competitors in the last month, identifying historical QSR intent. Hivestack activated the campaign only when a high concentration of the target audience was in the vicinity of target screens.

Results

The campaign performed above expected benchmarks.

Alongside improvements in targeting, buying this campaign programmatically allowed the creation of a feedback loop of footfall visitation data, providing the opportunity to optimise the campaign mid-flight.

Mobile location data was used to track footfall uplift driven by exposed users. By comparing this rate to a control group, campaign lift percentages above expected benchmarks were observed, with results tied back to individual ad plays on individual screens, and optimised accordingly.