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Burger King
From stickers to sales. The Burger King case of 2018

RAN IN: Russia

CLIENT
Burger King

AGENCY
Vkontakte *Lead Agency


SUMMARY

Burger King in Russia has to constantly fight for young clients with aggressive competitors some of whom are three times bigger in terms of market share. So when in 2018 Burger King launched Cheesy Chicken Fri, it had a limited budget to announce the new snack and stimulate trial. The solution was to employ a chatbot in VKonakte, the target audience’s favorite social network, to incentivize users for a purchase of the new product with VKontakte's stickers . Not only did 6,9 million people interact with the chatbot, but the sales exceeded the investments 6,2 times.

CASE VIDEO


Audience: The campaign’s target audience – young peopleaged 14 to 25 y.o. with an average income and below. They visit Burger King restaurants to have a cheap meal and a good time with friends. The TA appreciates low price, high nutrition value and fast service. They actively use online media (inc. VKontakte), almost do not watch TV and react slightly to traditional advertising. They are used to e-communication and independent choice of content, as well as appreciate when brands speak their language. In addition, target users are actively involved in Burger King promotion campaigns.

Objectives: А. Commercial objective. Achieve 2.5+ return on investment (ROI). The chosen ROI value allows to demonstrate better campaign results compared to other marketing campaigns of the company. Build a clear, transparent and objective relationship between the communication campaign and the offline sales.В. Communication objective. Not only do we aim to announce a new product, but also to give away promotional coupons for a new snack to at least 2,500,000 potential restaurant customers, without any BTL budget at all.

Type: B2C

Language: English, Russian