| Title | KFCOPYPASTE |
| Brand | KFC |
| Product/Service | KFC |
| Category |
A04. Data Storytelling |
|
Entrant
|
PS21 Madrid, SPAIN
|
|
Idea Creation
|
PS21 Madrid, SPAIN
|
Credits
| Víctor Blanco |
PS21 |
Executive Creative Director |
| Patricia Medeiros |
PS21 |
Head of art |
| Sergio Hernández |
PS21 |
Account Director |
| Alejandro Pere |
PS21 |
Creative Director |
| Alfonso Moreno |
PS21 |
Copywriter |
| Gonzalo Cordero |
PS21 |
Art Director |
| Gema Díaz |
PS21 |
Copywriter |
| Blanca Otero |
PS21 |
Account Executive |
| Michel de Larroque |
PS21 |
Producer |
| Gonzalo Rodríguez |
PS21 |
Art Director |
| Ana Pintané |
PS21 |
Copywriter |
| Jorge Panedas |
PS21 |
Art Director |
| Pilar Llorente |
PS21 |
Account Executive |
| Florencia Ilari |
PS21 |
Graphic Designer |
| Stefano Marchesini |
PS21 |
Social Media Manager |
| Guillermo Fernandez |
PS21 |
Community Manager |
Why is this work relevant for Creative Data?
We managed to analyze all the common keywords you can find on a KFC recipe on YouTube in order to create a database able to spot them and turn them into a coupon.
Background
The Spanish consumer has little to none awarness of KFC secret recipe and treats the brand as a commodity when it comes to fast food.
KFC secret is the most replicated fast food recipe in the world. Thousands of youtubers have tried to unsuccesfully mimic it that equals thousands of hours of unsolicited brand mentions unclaimed, yet.
We wanted to show the Spanish consumers how relevant our recipe is and while at it, lead them to sample our product.
Describe the Creative idea / data solution (20% of vote)
We managed to use the hours of YouTube footage our recipe's copycats into coupons.
We developed an API that read distinctive keywords in order to turn those videos into discount codes, thorugh URL validation, so you can copy a YouTube video URL and paste it into our web to claim a coupon for Free Fried Chicken.
Describe the data driven strategy (30% of vote)
We analized the common keywords KFC recipe YouTube videos had and managed to discriminate a video into a copycat recipe able to be redeem into coupons on a URL-to-Free-Chicken conversion webpage.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
We built a website that behaved as a URL-to-Free Chicken convertor. Every user could browse for one of the many YouTube KFC copycat videos and exchange its URL for Fried Chicken.
List the data driven results (20% of vote)
500K+ videos indexed
14K+ videos claimed in the first 24 hours
13MM+ Impressions
800k+ Interactions
1.2MM+ Views
28K+ pieces of chicken redeemed
46% Conversion rate (vs 4% average)
19,97% increase store visits