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What we can learn from bigger brands about the customer experience

We’re several months into the new year, which means your plans for 2019 are probably already in full swing. But it’s never too late to grab some extra bits of inspiration. Who knows – they might make the difference between just another year and your brand’s best year yet. Read on to find out how 2 iconic Aussie brands considered the changing customer journey and saw an amazing return on investment.

Domino’s secures a slice of the digital space

The problem

Domino’s is best known for serving up a delicious piece of pizza, but did you know they’re also a pioneer of using technology to improve the customer experience? It has become the No.1 pizza company in Australia by consistently using the latest technology to create a seamless and enjoyable customer experience.

Keeping a close eye on changing consumer behaviour, they noticed that Aussies were spending more time on YouTube every month. This sparked an idea: To use online video to lead its New Yorker Pizza Range Campaign. But first, they needed to make sure that YouTube’s wide reach would translate to higher sales…

The solution

Seeing that Aussie’s attention was steadily shifting to online video, the pizza giant decided to launch its New Yorker Pizza Range with a YouTube-led campaign. It was a great opportunity to reach even more customers, but would it result in increased profits?

To find out, they tested the platform’s impact on 2 vastly different markets – Queensland and Western Australia – using a combination of bumper and TrueView ads. After running nationwide TV ads using its typical media mix and seeing relatively flat sales, the brand launched its exclusive YouTube campaign in Queensland.

The results

The strategy shift resulted in steady sales growth across Australia. After sales in Queensland grew 1% compared with the rest of the country as a result of the YouTube ads, Domino’s followed up with a second YouTube-only campaign in WA, which resulted in an uplift of 0.5%. This is a huge uplift, considering the millions of pizzas sold every year.

Of the new customer journey, Domino’s group chief marketing officer, Allan Collins says:

“In the old days, one message had to fit everyone. With all this new technology, particularly YouTube, you can have more relevant messages for your consumers.”  

So moving forward, Domino’s plans to create customised ads on the platform that cater to Aussie’s different tastes, such as veggie-lover pizza ads for consumers interested in vegetarian options.

KFC’s audience-first approach to online video

The problem

KFC’s finger lickin’ good menu entices Aussies of nearly every age, which is why its free-to-air TV advertising has been the brand’s main marketing dish for decades. But in today’s technologically-driven world, it was going to take a lot more than its 11 secret herbs and spices to create a recipe for success with its younger audience.

The solution

With Aussies under 35 watching less TV than ever before, the fried chicken giant realised it was time to mix up its media strategy. Sensing a shift in the Australian media landscape in favour of online video, they decided to experiment with a new approach.

In August 2018, YouTube reached 93% of Aussies aged 18-34, who spend more than 34 hours on average watching video content that month. Based on this insight, KFC split tested the brand’s media strategy, keeping their TV ads running while using online video as a primary channel to reach younger audiences.

The results

After resetting its media strategy and planning online video first for an 18-34-year-old audience, KFC ultimately sustained its growth and boosted sales ahead of the category over the last year. There was also an increased ad recall across surveyed campaigns and the brand’s quality of media (video completion and viewability) by 20%.

Feeling inspired yet? Maybe it’s time to consider YouTube in you digital strategy… If you need help succeeding online, have a chat to Bang Digital. We have a team of experienced and passionate digital experts at your disposal.

About Geordie Frost

Specialising in customer journey mapping and conversion rate optimisation, my passion is making data-inspired decisions to enhance the customer experience. I have worked in the digital industry for almost a decade across just about every facet of a customer's digital experience, from designing and coding websites to developing in-depth customer experience strategies.