Convincing people to download your app is no easy task. We all have got our phones crowded with them. And when you are a small competitor in your category, such as KFC in Spain, it gets tougher.

But for us was key, because we know people that install the app are more likely to order from us than when they do it via delivery aggreagators where all the competitors pay for visibility.

The brief was to create a reason for people to download the KFC app and use it, but without having to turn to promotions with a strictly limited budget.

The objective was to get KFC app downloads, but mainly to increase the number of orders made through the app.

KFC is a small brand in Spain, but we have one of the biggest social media communities, A community that revolves around memes and weird internet stuff. And the most iconic is "Eduardo". And what is Eduardo?: a meme consisting of a piece of chicken called Eduardo.

Yes, weird. But our audience loves it. Eduardo is a star. Our most famous meme.

So in order to get people crazy about our app, we decided to turn "Eduardo" into limited edition product that you could only buy through the app.

Yes, weird too. Because it's just the same chicken piece that KFC has always sold, but with a name. But it's more than that. It's an edible meme.

And we rose to the occasion to communicate such a unique product: we made a video replicating "Galería del coleccionista" videos, famous collectors item late night shopping ads that everyone in Spain recognizes.

We had a limited budget to activate the app, so we decided to start from our own social media followers community, the most engaged and the one's that are already familiar with the brand. But most of them still don't have our app installed.

And found out that all the content that we posted in our social channels including "Eduardo" was amongst the most shared and had the biggest engagement. Even our followers were starting to use it in their own conversations. They were the ones that made "Eduardo" famous. And we were going to give them back.

So it was a great fit: we offered them a limited time, app only, edible meme they already love, and we will get app downloads and sales in return.

First, we prepared everything in our ecommerce platform. We have to confess that it wasn't difficult. We just had to change the image of our single chicken piece product to "Eduardo" meme. Oh, and changed the name too.

Then we created a video that presented Eduardo as a unique collectors item with a video in "Galería del coleccionista" fashion, replicating the codes they use to sell quirky overpriced jewelry items in late night TV direct shopping spots.

We launched it in our own social media profiles, and even bough a single TV placement (just to make it even more exclusive).

And then, we let the internet do its magic.

People went crazy about Eduardo.

App downloads increased by +111% during the campaign period (+167% in iOS, and +55% in Android).

But we managed to get more than downloads. Orders through the app increased +181%, accounting for 76% of all KFC online orders (baseline was 26%).

People ordered an average of 4,46 "Eduardos" per order, and despite being a low cost item from our menu, the average ticket became 18,5€, bigger than usual too.

Total orders went up by +172,59% in volume, and sales value increased 124,44% through the app. It was KFC Online's all time sales record, and all of it without having a single promotion active.

The campaign also got more than 26 million impacts and 3 million interactions, and we demonstrated how listening to your audience and answering with creativity, (and not just promotions), can be your best ally to drive ecommerce sales.