KFC Pocket Franchise social media campaign

CAMPAIGN SUMMARY: THE RISE ON FOOD PLATFORM GIANTS ON CHINA’S SOCIAL MEDIA CHANGED THE YOUTH’S DINING HABITS TO ORDERING IN. MEAL DECISION MAKING HAPPENS ON SOCIAL MESSAGING, WHERE KFC HAS 0 PRESENCE. THE CHALLENGE WAS HOW TO ATTRACT THE YOUTH TO EAT OUT AT KFC. ORIGINALLY THE TASK WAS TO DO SOCIAL BANNER ADS. INSTEAD WE BUILT LOYALTY AND SOCIAL EVANGELISTS BY LETTING THEM... IDEA: OWN A KFC POCKET FRANCHISE YOUR SOCIAL MEDIA IS VALUABLE REAL ESTATE, BUILD YOUR KFC STORE ON IT. WE CREATED A NEW BUSINESS MODEL: SOCIAL GAMING COMMERCE IT'S BUILT LIKE A SOCIAL GAME BUT WITH REAL SOCIAL COMMERCE SELLING KFC. YOU CAN DIY YOUR STORE DESIGN RIGHT ON YOUR WECHAT SOCIAL. COMPETE WITH FRIENDS ON DESIGN POPULARITY AND SALES RANKINGS. WHEN FRIENDS CHAT ON WHERE TO EAT, THEY CAN IMMEDIATELY SEE YOUR KFC. AND BUY FROM YOUR SOCIAL THEN CLAIM AT ANY KFC BRANCH. YOUR VIRTUAL STORE EARNS REAL CASH. IT IS NOW A PART OF THE KFC BUSINESS. FROM 0 STORES ON SOCIAL TO 2,500,000++ KFC POCKET FRANCHISES IN JUST 120 DAYS 2 MILLION PEAK DAILY ACTIVE USERS 42,000,000++ CNY IN DIRECT SALES ALONE, IN 120 DAYS.