Today’s case study will explore Facebook collection ads format, a mobile-only format, designed to maximize the mobile user experience. These ads are on both Facebook and Instagram. People who tap on collection ad are seamlessly taken to a fast-loading, full-screen experience to browse or learn more about what the ad offers.
Rather than attempting to make a sale through a standalone series of images. You’re able to show how your brand might fit in with somebody’s lifestyle (or the lifestyle that they want). As evident in this case study, Facebook collection ad format has the power to bring a brand to life, in a way that other Facebook ad formats cannot.
KFC, also known as Kentucky Fried Chicken, is the world’s most popular chicken restaurant chain. Founded in the 1930s by American Colonel Sanders. KFC popularized chicken in quick-service eateries. Its famous “bucket”—large portions of fried chicken served in a paper box—is among the best-known items in the industry. It now has 25,000 outlets in more than 125 countries.
In this case study, we’ll get to know how the giant restaurant business used the Facebook collection ad format in the United Arab Emirates and Saudi Arabia, which lifted ad recall by more than 21 points.
Food delivery sales in the Middle East are now exceeding traditional in-store sales. KFC wanted to grow this part of its business stream and encourage people to order meals online rather than over the phone (a more popular channel, but with higher operating costs). So when KFC launched a new website, it wanted to generate awareness for the platform, acquire new customers and boost online sales.
KFC Middle East joined hands with creative and media partner Memac Ogilvy and Social.Lab, KFC developed a campaign using the Facebook collection ad format:
This campaign’s creative use of the collection ad format significantly lifted ad recall in both the UAE and Saudi Arabia for KFC. Between February 21–April 21, 2019, the campaign achieved: