A Dash of Snapchat: KUDU's Recipe for Loyalty Program Triumph

A Loyalty Program Goes Viral on Snapchat

KUDU, a popular quick-service restaurant chain based in Saudi Arabia, is well- known for its exciting mix of Western and Middle Eastern dishes, including sandwiches, burgers, wraps, and salads. With over 300 locations, KUDU has become a prominent brand in the fast-food industry, emphasizing quality ingredients and quick, casual dining. But that fast-food industry is jam-packed with competition.

In response to the changing landscape of on-demand food delivery apps and market saturation, KUDU aimed to set itself apart by launching a ground-breaking loyalty program. The main objective here was to strengthen its bond with customers — especially younger foodies — and to establish relevance in a dynamic market. With the program locked and ready to launch, all KUDU had to do next was get the word out.

Creativity & Innovation Drive Results

KUDU made a bold move by choosing Snapchat as the primary platform for its campaign. This decision was driven by the platform's extensive reach among KUDU’s target audience, particularly the younger demographics. Hinging on creativity, trendy animations, and a catchy song, the campaign was built to engage the audience in an entirely new way and spice up KUDU’s overall marketing efforts — marking a departure from previous initiatives.

For maximum impact, the brand launched using a full-funnel approach, incorporating platform burst takeovers, continuous awareness, app installation, app sign-ups, and lens engagement over a month-long period.

KUDU's venture into innovative marketing strategies through Snapchat resulted in remarkable outcomes, solidifying the brand's position in the fast-food industry. By embracing creativity, leveraging Snapchat's extensive reach, and focusing on engaging content, KUDU successfully launched a loyalty program that resonated with its target audience and surpassed industry benchmarks in both awareness and conversions. And the specifics are absolutely delicious!

Savoring Success With Lower Costs & Greater Reach

The campaign's undeniable impact was a direct reflection of KUDU’s willingness to buck traditional norms in favor of a more innovative approach. In terms of lens/awareness results, KUDU achieved a 19% higher average lens play time compared to industry benchmarks², showing strong engagement with the creative content. Additionally, the share rate was 4.3 times higher than industry benchmarks. The campaign also achieved a 44% incremental reach², demonstrating its ability to connect with new audiences, and — notably — KUDU's awareness campaigns achieved a 17% more efficient eCPM¹, highlighting the cost-effectiveness of their strategy.

In the realm of installations and conversions, KUDU's campaign delivered exceptional results, achieving a 19.2% lower SKAD CPI and a 46% lower Android CPI compared to industry benchmarks. Furthermore, the cost per sign-up was 49.5% lower than industry standards, showcasing the campaign's effectiveness in driving user engagement and conversions.¹