Cannes Lions

KFC - Twitter - Always In

PS21, Madrid / KFC / 2021

Case Film
Supporting Content
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Overview

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Credits

Overview

Background

QSR is a ?ercely competitive category in Spain with big brands like McDonald's and Burger King leading retail ad spend rankings. Also fried chicken is not as popular in Spanish food culture as it is all over the world.

Then, the pandemic stroke and we had to close all our restaurants and cut our budget by almost 40%.

We needed a radical approach to keep trying to punch above our weight, reaching and recruiting young consumers with strictly limited resources.

It was key for us to maintain and grow our awareness in this key demographic, as it is a key performance indicator for mental availability, a strong predictor of online ordering via delivery apps. We also needed to increase consideration.

To do that, ?rst we needed to grow our community, because our starting point was just 6.000 followers, which extremely limited our potential reach. And we desperately needed traction.

Idea

"Always IN": a fast paced, lo-?, KFC on steroids version of our social strategy.

We set up a social creative team to focus on the project, and after reviewing the brand assets library, we started reinterpreting and using them using the "shitposting" ?lter.

We made colonel memes, interacted with in?uencers that talked about our brand, reacted to cultural trends, compared BK and McDonalds with the Godzilla vs KingKong movie, named a chicken piece "Eduardo" and presented "him" to the world, told the President of the region of Extremadura that we would open up our ?rst KFC there if he responded to a tweet and many (actually really loads of) other things, and little by little we changed completely our way

Strategy

We needed to rethink our approach to the channel and ?nd a way of cracking Twitter. For a brand. Organically. Without investment.

We needed to put aside the social content playbooks, social media calendars, and "happy international of this and that" posting strategy. We needed to ?nd "the right way to do Twitter".

We researched different languages that our target used, resonated with them, and ?nally diving in the darkest depths of the internet we found something that ?t our needs and our brand essence excitingly good, It's what people call "shitposting".

A lo-? content trend that's true to the essence of purely internet born content. It's based on the use of memes, live posting, conversation and loads of humor with a hint of tong in cheek language. It ?t perfectly our unapologetic, challenger, underdog personality.

So we stopped behaving as a brand, and started behaving as a Twitter native.

Execution

We made colonel memes, interacted with in?uencers that talked about our brand, reacted to cultural trends, compared BK and McDonalds with the Godzilla vs KingKong movie, named a chicken piece "Eduardo" and presented "him" to the world, told the President of the region of Extremadura that we would open up our ?rst KFC there if he responded to a tweet and many (actually really loads of) other things, and little by little we changed completely our way

Outcome

-Organic growth from 6k followers to 400k (+6500%) (Twitter Analytics).

-460 million impacts

-88 million interactions

-Leading brand in total interactions across the whole Spanish market with 9% share.

-1/10 interactions with any brand in Spain in social media & 1/2 on Twitter is made with KFC - 46,8% share(Epsilon).

-July2020-February2021, KFC is the brand that shows the biggest awareness growth in the 18-30 target, reaching an all time high 84,4% (+2,9pp)

- +1,3 points consideration,

-biggest QSR awareness growth: +3.3pp. (YouGov)

KFC also shows signi?cant changes in brand perception (Collider 2018-20 brand tracking):

-Most desirable brand in QSRTop5 and also the biggest growth, from 25% in 2018 to 35% in December2020.

-Most modern brand in QSRTop5 and also the biggest growth, from 17% in 2018 to 25% in December2020.

-Brand with the biggest momentum in QSRTop5 and also the biggest growth, from 27% in 2018 to 45% in December2020.

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