App, Social (IG/TikTok), Influencer, OOH, In-Store POS, SMS/Email
Activity Level:
High intensity
Medium
Low / Always-on
Special / Seasonal
Phase
PRE-LAUNCH
LAUNCH
RAMADAN
SUSTENANCE
SEASONAL
Channel
Jan 2023
Feb 2023
Mar 2023
Apr 2023
May–Jun 2023
Jul–Dec 2023
Paid & Owned Social
📸 Instagram
Teaser campaign "Coming Soon"
Countdown series Influencer collabs
Launch day blitz User UGC reposts
Eid gifting posts Double pts promo
Weekly rewards feature spotlights
Back to School Jul · Xmas/NYE Dec
🎵 TikTok
Brand awareness ads only
Challenge seed: #BKRewards
Hero TikTok launch video · boosted
Ramadan/Eid UGC challenge live
Ongoing creator seeding
Seasonal content spikes
👥 Facebook
Retargeting existing BK fans
Lookalike audience lead gen ads
App install campaign — peak
Engagement & retention ads
Always-on retargeting
Seasonal promo campaigns
Influencer & PR
⭐ Macro Influencers
Briefing & contract phase
Exclusive early access reveal
Launch activation: 3 key KOLs
Eid collab limited content
Seeding only
Back to School + Xmas activations
🤝 Micro / Nano
—
Recruitment & onboarding
30 micro-creators go live
Ongoing content program
Always-on program weekly cadence
Ongoing + seasonal content drops
App / CRM / Push
📱 App Push Notifs
Early registration waitlist flow
Pre-launch teaser to waitlist
Launch: Welcome bonus push
Ramadan daily iftar deal alerts
Weekly reward reminders
Lapsed user re-engagement
✉️ SMS / Email
—
Waitlist confirm emails
Day-1 welcome email sequence
Weekly digest + Eid offer
Monthly newsletter + promo SMS
Win-back flows + holiday emails
OOH / In-Store / Partnership
🏙️ OOH / Billboard
—
3-city teaser billboard drop
Full OOH rollout Jakarta + Surabaya
Ramadan creative OOH swap
Sustain messaging key locations
Holiday OOH: Dec only
🍔 In-Store POS
Staff training & materials
POS signage installed
Full crew push QR at counter
Ramadan bundle upsell + QR
Evergreen loyalty table cards
Seasonal bundles & POS refresh
🛵 GrabFood / GoFood
Platform briefing & agreement
Co-marketing deal finalized
Featured banner: "Earn BK Points"
Ramadan: Free delivery + 2× pts
Always-on integration
Holiday promo bundles
KPI Checkpoints
App Downloads
20KWaitlist registrations
80KPre-launch signups
250KLaunch month total
350KCumulative (incl. Eid)
450KH1 close
750K+Year-end target
MAU / Engagement
—
—
45% open rateWelcome push CTR
40% MAUof registered users
35% MAUsteady-state target
38% MAUyear-end w/ holiday spike
Repeat Visits
—
—
Baseline setTrack first repeat
15% repeat rateamong loyalty users
20% repeat ratetarget by Q2 end
25% repeat rateyear-end goal
Pre-Launch
Jan – Feb 2023
Objective
Build anticipation & waitlist
Seed influencer awareness
Train store crews
3-city teaser OOH in Feb
Launch + Ramadan
Mar – Apr 2023
Objective
Drive mass app downloads
Ramadan double-points: Iftar deals
Eid gifting moment activation
GrabFood/GoFood co-promo live
Sustenance
May – Jun 2023
Objective
Convert downloaders → habitual users
Weekly reward cadence in app
Micro-influencer content program
Lapsed user re-engagement SMS
Seasonal Spikes
Jul – Dec 2023
Objective
Back-to-School push (Jul)
Indonesia National Day (Aug)
Christmas + Year-End (Dec)
Year-end win-back campaign
PMM Design Decisions
Ramadan is Indonesia's highest consumption season — dining out (especially for iftar) spikes 30–40%. Loyalty programs launched during high-frequency purchase moments drive faster habit formation. Timed the launch to Mar 23 (Ramadan day 1) to ride organic urgency, not fight for attention.
Pre-launch channels are teaser-only — no hard sell. Launch month is the only moment all channels run at peak simultaneously. Post-launch shifts from acquisition to retention: push notifications and SMS take over from paid social. OOH sustain is dropped in Q3 to redirect budget to digital re-engagement.
Three KPIs deliberately track different funnel stages: Downloads = acquisition, MAU = activation, Repeat Visits = retention. The 35% MAU target is the hardest — most loyalty apps fall below 20%. Benchmarked against SEA QSR apps (McD, KFC ID). Repeat visit rate is the true business KPI: each point = ~$1.2M incremental revenue at BK ID scale.