KFC

CHRISTMAS POCKET STORE

We created virtual pocket stores for KFC.

Anyone with a phone could open a KFC 'Store’, helping KFC transform its relationship with young consumers, realising the power behind showing, not telling.

Challenge

A UNIQUE SET OF PROBLEMS

Consumers in China have become content creators and promoters, breaking the gap between urban and rural areas in China to create a new commercial marketing model.
KFC was seeking a way to convert its members into commerce opportunities, and our creative ideas helped them achieve this ambition.

Solution

From a fast food brand to a fast tech brand

With its own digital ecosystem which provided a deep understanding of each customers likes and dislikes, from products to promotions, campaigns to experiences to transation, KFC connected with its millennial consumers, reinventing the customer experience through technology and creativity.

KFC Pocket Store, in partnership with WeChat, reimagined social commerce enabiling every customer to open their own virtual KFC store.

Mobile phone showing the virtual KFC store

Mobile phone showing homepage for the virtual KFC store

Results

CHINA’S MOST INFLUENTIAL RESTAURANT BRAND

KFC Pocket Store became KFC’s most successful mobile commerce program ever. It turned brand customers into brand co-owners and transformed brand commerce into ‘Me-Commerce’. With 2 million pocket stores opened in just a few months, KFC has increased their number of ‘stores’ (virtual stores + KFC offline stores) in China by 345 times!