Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C13. Programmatic Learning

Campaign Name : KFC Saucy Popcorn

Brand Name : KFC

Agency Name : WPP Media

Results

To launch KFC’s Saucy Popcorn range, the brand needed a programmatic solution that could overcome a common QSR challenge: strong top-of-funnel reach but steep drop-offs in mid-funnel engagement. The objective was to use programmatic intelligence to sharpen targeting, increase cultural relevance, and improve the efficiency of mobile-led media delivery across high-opportunity foodie audiences. A programmatic learning framework was deployed through DV360 using RTB signals and mobile-first inventory. Custom vernacular creatives in Hindi, Tamil, Telugu, Kannada, Marathi and Bengali were dynamically served across bumper and non-skip formats to increase resonance. Automated frequency controls, real-time rotation and fatigue tracking ensured the right message reached the right user at the right moment. Creative adaptation for mobile consumption improved viewability and retention across regions. Programmatic Demand Gen acted as the crucial bridge between awareness and action. Machine learning optimised toward users with the highest propensity to click or engage based on behavioural signals and recent interactions. Dynamic audience lists re-engaged interested users while excluding low-intent cohorts to avoid wastage. The results demonstrated clear uplift. The campaign delivered an absolute ad recall lift of 10.7 percent versus a 2 to 3 percent benchmark with vernacular programmatic delivery driving impactful lifts like 18.6 percent in Kannada and 14.5 percent in Bengali. Demand Gen achieved a strong 5 percent CTR and 2.5 percent lift in brand consideration proving the effectiveness of intelligent programmatic sequencing. By combining RTB precision, mobile-led creative intelligence, and vernacular personalisation, the campaign set a new benchmark for programmatic effectiveness in the QSR category.