KFC were losing cultural relevance with a younger cohort of fans and needed a lasting relationship with these consumers in order to usher in new brand loyalists. We needed to earn that loyalty credibly and authentically through a campaign that inﬁltrated a rapidly growing young adult passion point; gaming.
Insight highlighted that 20m takeaway-lovers play video games - but with 50% of them shunning KFC for competitors, there was a 10m-strong opportunity to win over. That wouldn’t be easy – gaming boasts a discerning audience and many brands had failed hard in the space trying to pursue traditional advertising campaigns.
KFC research found that 73% of young adults’ opinions of KFC had improved. Their perception of KFC as a modern-brand climbed 9%. On Twitter, against a KFC engagement rate benchmark of 1%, the campaign achieved a whopping 7.1% average over 12 months.