Everyone loves a good David vs Goliath story, and in 2017, KFC needed to go head to head with burger monolith McDonalds for the launch of the KFC Zinger Double Down. But it wasn’t going to be easy to lure millennials into KFC – they were less receptive to invasive ad formats and simply preferred the hipster cool McDonalds.
So, KFC turned to data to lead the way.
Using social listening, we analysed brand and competitor conversations to understand the kind of conversation millennials were having. Through this clustering analysis, we mapped out opportunities for KFC to join the conversation and engage with millennials on a one-to-one basis. All of these categories and sub categories were updated in real time to ensure that we engaged with the most relevant conversations while the interest and excitement was still burning.
Data alone was not enough to guarantee success. We knew that it would all come down to the creative execution to build the arsenal. We deployed an army of editors and designers to create over 100 reaction GIFs featuring the Double Down man, a character introduced in our TVC. But of course, they weren’t just any GIFs – they were specific parodies of the Internet’s most recognizable GIFs. The best part – all were localized with Bahasa Malaysia (BM) and Manglish meme-like supers to make it relevant to our target audience.
This dynamic library of reaction GIFs were swiftly disseminated during the campaign, where KFC interacted with over 7,000 unique profiles, generating a total of 21,000 reaction GIF replies based off the 50 conversation subsets. This marriage of real time action, data and creative 1:1 responses at scale formed the key to KFC winning the millennial hearts and pockets.
And it worked.
Social media engagement reached an all-time high – 67% increase in total conversation volume on social and 37% more positive sentiments than McDonald’s during campaign period. Total servings exceeded their 2012 and 2014 launches by 148% and 187% respectively. It was by far the most successful KFC Zinger Double Down run in KFC Malaysia’s history, selling out in just 4 weeks — 2 weeks before the official end date.
Also credited for this entries are:
Universal McCann Malaysia