| Title | EDUARDO |
| Brand | KFC |
| Product/Service | KFC APP |
| Category |
B06. Social Commerce |
|
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 |
| Gonzalo Rodríguez |
PS21 |
Art Director |
| Pilar Llorente |
PS21 |
Account Executive |
| Stefano Marchesini |
PS21 |
Social Media Manager |
| Guillermo Fernández |
PS21 |
Community Manager |
Background
KFC's app was performing below expected while our Twitter profile's engagement was a best practice.
Describe the creative idea (30% of vote)
We picked our most commented post (that happended to be the image of a drumstick named Eduardo) and turned it into a menu item available only through our app.
Describe the strategy (20% of vote)
Instead of making a traditional app campaign, to shifted the conversation around a meme that was about to become rea and turned its launch into an opportunity to increase app downloads.
Describe the execution (20% of vote)
Our most commented meme (the image of a drumstick) was about to become a menu item. We decided to make it available exclusively in our app. We treated it as a collectors item and launch an OLV campaign to promote it.
List the results (30% of vote)
Reach & Engagement
+20MM impressions
+1.8 interactions
KFC’s most commented ad.
Most shared ad on Whatsapp.
Led to 53% of KFC’s total YouTube views
99% postivie sentiment
Sales
111% app downloads
180% app orders
125% app sales
KFC online sales record