The One Show

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2022 One Show - Creative Use of Data


Agency PS21 / Madrid

Client KFC


Social Media

Annual ID


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



PS21 / Madrid

Production Company

Harold Entertainment / Madrid

Art Director

Gonzalo Cordero


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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