| Title | RICH KIDS OF INSTAGRAM |
| Brand | KFC ROMANIA |
| Product/Service | RESTAURANT CHAIN |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
|
McCANN ERICKSON Bucharest, ROMANIA
|
|
Advertising Agency
|
McCANN ERICKSON Bucharest, ROMANIA
|
|
Media Agency
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
Bv Mccann Erickson |
CHIEF CREATIVE OFFICER |
| NIR REFUAH |
MRM//MCCANN ROMANIA |
CHIEF CREATIVE OFFICER |
| SANDRA BOLD |
MRM//MCCANN ROMANIA |
COPYWRITER |
| NADEJDA GHILCA |
MRM//MCCANN ROMANIA |
ART DIRECTOR |
| IONELA BUTA |
MRM//MCCANN ROMANIA |
CLIENT SERVICE DIRECTOR |
| GINA ZGUBEA |
MRM//MCCANN ROMANIA |
ACCOUNT DIRECTOR |
| TINA CRETU |
MRM//MCCANN ROMANIA |
ACCOUNT MANAGER |
| VICTOR CROITORU |
Um Romania |
MEDIA DIRECTOR |
The Brief
After all the holiday shopping, trips and gifts, in the months of January and February money is scarce. That’s why KFC is launching the smart menu, a low priced full meal showing you can have fun without spending lots of money. In order to prove that and get the attention of social media consumer youngsters, we launched a new campaign called “Little money big fun”.
Campaign Success
A user generated campaign that proves you can have loads of fun with little money by trolling the rich, wealthy and opulent, none others than the #richkidsofinstagram.
The campaign encouraged teens to pick a rich kids photo, reshoot it in a fun, low budget way, upload it on our online generator and share the merged result on social media.
Describe the success of the promotion with both client and consumer including some quantifiable results
#littlemoneybigfun was the no. 1 leading trending topic in Romania
Over 1 million euros in free media
During the campaign, KFC sales went up 21%
The Smart menu was the best KFC meal launch since 2009
Explain why the method of promotion was most relevant to the product or service
The new KFC campaign challenged youngsters to take a stand, show the world that you don’t have to be swimming in cash to be rich in happiness. We decided to troll the ones who have most money, the rich kids of Instagram, teens that became internet famous for flashing their possessions. All Romanian teens had to do was to recreate the rich kids photos with their budget surroundings and props, upload it on our generator and get shared on all KFC social media.
In just days, our hashtag #littlemoneybigfun took over Facebook and Instagram with hundreds of photos where diamonds were replaced by diamond tattoos, lions by cats, infinity pools with inflatable ones and private jets with toy planes.
The campaign was picked by hundreds of media publications and generated other online trends mocking the richkids: #littleparishilton and #richdogsofinstagram and got a response from the rich kids of Instagram.