Branded entertainment is in its infancy in South Africa. The traditional broadcast market has not been very competitive as there are very few players (broadcasters), and they have had no reason to move from the traditional advertising placement model.

However, with the advent of time-shifted viewing, the industry is opening up to the concept of branded content within programming. Brands appearing as sponsors within programming is common-place and the market is adept at amplifying this branding on other channels (digital, social, activation).

From a new media perspective, data charges are a hindrance for mass-market consumption of video content, especially via mobile devices. But despite the cost barrier, streaming video, which only accounted for 30% of all data usage a few years ago, now dominates at more than 60%. The number of YouTube viewers in South Africa also increased by 80% in 2012, denoting the opportunity for growth in branded video content.

The brief was a tough ask: improve brand love scores and help to grow the KFC Krushers' business by 50% in both value and volume, as measured by WPSA.

In our minds, there was only one thing to do…

“If you want to make a lot of money (or sell lots of Krushers), start a religion.”

L. Ron Hubbard

And so KFC Milkybar Krushers brought Face Yoga to the world.

- Ad Tracker: campaign liked by 82% of respondents.

- Brand love scores leapt up 4.8% (vs 0.8% PY).

- Month 1 of the videos’ release on MXit (SA’s largest mobile social network): KFC’s portal grew 49%.

- In 2011: Krushers business declining by 14%. After our campaign: it had grown by 74% (value and volume), resulting in the range’s highest sales figures ever.

- This takes seasonality into account and is measured over the same period as the previous year’s growth. Plus, growth was across the entire range, ruling out that it was the popularity of the Milkybar brand that led to the increase.