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Category
Social Media
Annual ID
OS22_CU011B
About the Work
Context:
KFC is still a small brand in Spain compared to the other QSR competitors. So our main challenge is to drive penetration and trial of our core product: original recipe chicken tenders. In order to do so, we have been trying for years to raise awareness of our original recipe in Spain. But nobody seemed to care.
Insight&strategy:
Nevertheless we discovered some people actually did. We found out that there are thousands of youtube videos explaining how to copy our recipe. In fact it's one of the most copied recipes in Youtube. So we decided to use the number of people who have attempted to replicate the Colonel’s recipe at home to provide a degree of social proof that positively influences consumers’ perceptions of the brand and recipe.
Execution:
We used an automated neural network connected to Youtube's API to track all the videos containing KFC copycat recipes, and turned each video's unique URL into a unique promotional code to try our original recipe chicken tenders. People just had to search for them, copy the video URL and paste it in a microsite to claim their free chicken coupon.
All with a simple mechanic: you just had to copy any KFC copycat video URL and paste it into our webpage to claim your free chicken coupon.
Results:
YouTube searches for KFC chicken cooking tutorials increased by 1,100% and the campaign video had over 1.2 million views. Meanwhile, the KFC Spain website had a 40% increase in traffic, of which 62% were new user visits. The campaign also converted into sales, with KFC in Spain seeing a 227% surge in new user transactions and a 1,997% increase in restaurant visits during the campaign period.
46% conversion rate (vs 4% average).
+14K videos claimed in the first 24 hours.
+28k pieces of chicken redeemed.
+13 MM impressions.
+800K interactions
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
PS21 / Madrid
Production Company
Harold Entertainment / Madrid
Art Director
Gonzalo Cordero
Copywriter
Gema Diaz
Chief Marketing Officer
Marion Racine
Executive Creative Director
Victor Blanco
Account Director
Sergio Hernandez
Account Executive
Pilar Llorente
Account Supervisor
Blanca Otero
Brand Manager
Beatriz Martinez
Strategy Director
Sergio Garcia
Brand Activation Lead
Javier Dasi
Creative Copywriter
Alfonso Moreno
Digital production & technology
The Lion digital studio & technology lab / Madrid
Head of Art
Patricia Medeiros
Head of Fame & Media Effectiveness
Kerman Romeo
Social creative
Stefano Marchesini
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