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Summarize case:

KFC x Minions — how an interactive video format drove a 13% CTR

Fusify handled media buying for the KFC x Minions promotion in Ukraine. We ran Rewarded Video, targeted to cities with KFC locations, and optimized delivery for clicks. The campaign reached over 250K users.

Results

Reach
250K
CTR
~13%

About

KFC is one of the world’s largest fast-food chains, with more than 34,000 restaurants across over 150 countries. In Ukraine, the brand continues to expand its restaurant network while running local promotions and product collaborations. Fusify supported the KFC x Minions campaign, including its tie-in with the Despicable Me franchise, which Fusify ran the media for.

Challenge

A standard banner is easy to miss. The KFC x Minions promotion came with terms that take more than a glance to absorb, so the campaign needed a format that would hold attention long enough to land the offer — and then convert that attention into a click.

Goals

[ 01 ]

Focus the campaign on cities with KFC restaurants.

[ 02 ]

Generate awareness of the KFC x Minions promotion.

[ 03 ]

Communicate the offer and its terms in full.

[ 04 ]

Maximize click-through rate.

Process

[ 01 ]
Rewarded Video
We chose Rewarded Video, a format that lets users watch a full ad in exchange for an in-app reward. That gave the creative room to run start to finish, and gave the offer room to be understood rather than skimmed.
[ 02 ]
Geotargeting
We targeted users in cities where KFC restaurants are located, keeping the campaign focused on people who could actually take advantage of the offer.
[ 03 ]
CTR optimization
The campaign was optimized for clicks, with delivery adjusted based on how users responded to the ads. This resulted in a CTR of around 13% and a reach of more than 250K users.

Creatives

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