It’s been difficult for KFC to get Millennials to try their burgers with McDonald's dominating brand love. Most KFC burger innovations aren’t attention grabbing and the brand simply wasn't "I'm lovin’ it" hip.
With the launch of KFC’s Hot and Cheezy burger, we wanted to change that.
Malaysians youths are fickle foodies thanks to the vast variety in our local cuisine. Just like our changing habits when it comes to food, we had to develop a marketing campaign aligned with what the younger generation liked to view online. So we decided to use programmatic technology to create brand messaging and distribute content in a millennial-relevant manner.
Our big idea: a talking burger that spouts cheesy lines inspired by what millennials were searching for on YouTube. Partnering with Google, we developed over a 100 YouTube pre-rolls that delivered a cheesy pick-up line based on the video that was about to be watched. This was a pioneering effort where real-time data was used to both create and distribute content to our audiences.
The campaign went beyond just pre-roll ads. It branched out to digital mastheads, web banners, outdoor activation, press executions, even a Hot and Cheezy Tinder profile.
Our pre-rolls touched 35% view through rate, breaking the YouTube Malaysia record! Despite being a programmatic campaign, we managed to get, on average, 4X more organic views than previous KFC Malaysia videos.
Immediately after the launch of the campaign, 13% more customers visited KFC during the campaign, the highest in 40 months and Hot and Cheezy burger sales increased 16% week-on-week. By the end of the campaign, we not only met sales targets, but outperformed them by 50%. Because of this, KFC grew 20% in market share amongst competitors in the burger category.