Title | EDUARDO |
Brand | KFC |
Product/Service | KFC APP |
Category |
G04. Social Behaviour |
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 |
Why is this work relevant for Direct?
This was a direct sales campaign targeted to our fans where we offered 1 piece of chicken for 1€
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 real 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
Please tell us about the social behaviour that inspired the work
The massive response on our tweet (over 1.8MM impressions) gave us an unexpected fandom willing to do the impossible to get that coveted meme. Their love for the meme was bigger than the hate of downloading yet antoher app.