As a fast food restaurant, KFC needs to stay top of mind in order to be our consumer's first choice for a quick meal.

Use the internet's love for cats as a way to sell more fried chicken.

KFC's average consumer is 53 - we're out of touch. We need to find new ways to be part of what younger people are interested in and passionate about. Where can you find most young people these days? The internet. And the internet loves cats and they love cat videos. In May of 2018 alone, over 6.2 million cat videos were uploaded to YouTube. Many of these videos had over 1 million views on their own.

Colonel Sanders, has taken on many lifeforms on his endeavor to introduce the world to his delicious chicken. We know that If you want to appeal to your audience you have to speak to them on their level. And if that level is a 7 foot tall mechanical cat climber with a drumstick toy and laser beam eyes, then so be it. That’s right, KFC turned Colonel Sanders in to a Cat Climber to harness the power of cat cuteness as a way to get the Internet's attention on KFC's delicious fried chicken offerings. We partnered with Super Deluxe, an online livestreaming platform that reaches 50 million 14-to-34-year-old viewers per month. For 8 hours on Super Deluxe's Facebook Page, we hosted a livestream with the Colonel Sanders Cat Climber as hero, featuring multiple cats, VO narration from Colonel Sanders and constant interactive functionality to keep the audience engaged.

The campaign delivered 8.2MM impressions, 1.6MM views and 223K engagements across all videos (including promotional videos) on Facebook. The two 4-hour Livestream videos resulted in 936K views overall. The content resonated well with the young audience as 76% of emotional responses were positive. Overall campaign engagement rate was 14%, which was 71% higher than Super Deluxe's other branded content benchmarks. The campaign also resulted in higher “Funny” and “Love” Reactions when compared with Super Deluxe benchmarks.