After market research, the results showed that the gaming audience find it difficult to eat KFC meals while gaming since it can get messy. The creation and conceptualization of the Colonel Shield is to solve an issue faced by KFC target audience, the gamers. Therefore, KFC Arabia and Power League Gaming (KFC’s gaming agency) came up with a solution to enhance the gaming experience for KFC lovers through creating, The Colonel’s Shield, a controller skin that can easily protect the controller without reducing the gaming experience. The objective is to reach gamers through a marketing campaign that promotes the brand, generates interest, and increases brand affinity and awareness. We have collaborated with macro gaming influencers from GCC and Egypt to reach the target audience and provide them with the opportunity to get the Colonel’s Shield through fun giveaways on KFC Arabia’s channels.

The creative idea behind the colonel's shield for the PlayStation controller is to provide a practical solution for gamers. The shield is designed to protect the controller from grease and other substances that could damage it, helping to maintain the longevity and appearance of the device. The campaign targets customers of KFC restaurants, appealing to their interests in gaming and providing them with a relevant product. By leveraging influencer marketing and tying the product to KFC, the campaign aims to create a connection between the two and reach a specific target market. The combination of function and relevance to the target market is what sets this product apart and makes it a unique and appealing solution for gamers. The combination of function and relevance to a specific target market is the creative idea behind this innovation.

The strategy for the Colonel’s Shield leveraged influencer collaboration, Social media campaign, user-generated content, PR, and bumper ads to create awareness and reach the target market. By partnering with gaming influencers, the campaign can tap into the interests and preferences of the target audience and increase visibility for the product. User-generated content adds authenticity and real-life examples of how the product is used and its benefits. Bumper ads provide short, impactful bursts of information to create awareness and reach a wider audience. This multi-faceted approach combines the expertise and reach of influencers, the credibility of user-generated content, and the visibility of bumper ads to create a comprehensive and effective strategy for the product.

implementation leveraged PR, partnering with influencers to endorse the product and create content to promote it to their followers. we did encourage user-generated content by offering incentives for customers to share their experiences with the product and by placing bumper ads on channels that are relevant to the target market and the gaming community.

The timeline consisted of 14 days (launched on August 15th, 2022) and paid digital was activated over the whole duration with the placement of Influencer content taking place on the influencer's social media channels and platforms. User-generated content was shared on KFC Arabia’s social media channels with bumper ads being placed on channels relevant to the target market and the gaming community. The campaign had a nationwide reach, targeting customers of KFC who are interested in gaming. The use of multiple channels and influencer partnerships increased the visibility and reach of the campaign.

The outcome of the campaign for the Colonel's Shield showed impressive results. The campaign generated 8.5 million views and a 9.3% engagement rate. Earned media contributed to 714,000 views in the overall campaign. The campaign also achieved 51.2 million impressions across social media platforms. These results demonstrate the effectiveness of the campaign's multi-faceted approach, leveraging influencer collaboration, user-generated content, and bumper ads to reach a nationwide audience of customers who frequent KFC restaurants and are interested in gaming. The high engagement rate and large number of impressions indicate that the campaign was successful in promoting the benefits of the colonel's shield and generating interest among the target market.