In a never-before kind of marketing innovation, DRIM, the pioneer performance influencer platform, in association with Blink Digital, has executed a highly successful campaign for KFC in India. This strategic campaign has reaped an impressive 76 million organic views and more than 15,000 in-app orders to its credit, thereby proving the mettle of influencer marketing in better consumer engagement and conversions.
Using advanced technology, DRIM ran a campaign with 776 influencers who did 2,990 posts. This partnership managed to garner more than 15,000 orders, marking DRIM’s potential for delivering the most value while remaining cost-effective through its micro-influencer cost-per-order model.
Challenges and Strategic Adjustments-
The campaign began with 15 hypotheses, all of which DRIM tested to find effective strategies and resolve the key challenges. This rigorous process, supported by a team of skilled managers and influencers, has translated to a shift from the metro cities to regional influencers based on higher engagement data.
What was key to the campaign’s success was DRIM’s commitment to authenticity. By crawling through hundreds of influencers and their content—vegetarian and non-vegetarian—DRIM was able to optimize relevance and relatability, contributing enormously to driving conversions.
Throughout the campaign, KFC received end-to-end targeted visibility at zero extra cost—exemplifying DRIM’s philosophy of ‘pay for actual conversions.’
Effective Strategies and Outcomes-
Advanced analytics and continuous performance analysis backed up innovative solutions that were the keys to the campaign’s success. DRIM, with these elements in mind, precisely tailors its approach to DRIM to help optimize KFC’s campaign for effectiveness.
Realizing that the Indian market is incredibly diverse, DRIM deploys proprietary algorithms that find influencers whose audience sentiment aligns best with what KFC is offering. Strategic matching helps drive enhanced reach and resonance of content among target demographics.
In that respect, its viral success was guaranteed by pairing the influencers with KFC’s values and state-of-the-art technology. For example, just one of the Instagram reels tallied 8.9 million organic views. This campaign certainly nailed the attention of the target audience.
DRIM also built a community of brand enthusiasts seeded with values similar to KFC. This was achieved through continuous engagement by developing influencers as content generators and brand ambassadors. DRIM chalked up 1.9 million views with considerable conversions from yet another reel.
Measurable Results and Outcomes-
DRIM’s creative use of the Cost-Per-Order CPO model highly motivated influencers and improved campaign results. The results are outstanding:
- Over 9,700 orders have been directly attributed to influencer content.
- Over 149,000 clicks, indicating high engagement by users
- 2,990 impactful publications generated
- 76 million organic views achieved
- Social media following and online presence for KFC increased
- Data-driven strategies boosted brand awareness effectively
The campaign has won great accolades among experts in the industry, reflecting how successful and effective it has been.
Looking Forward-
With such results to back DRIM and Blink Digital, the agency looks set to step into the next level in this campaign of innovation, further optimizing customer engagement and conversion for KFC.
The above press release has been provided by BusinessWire India.