KFC: Teens like good deeds

This case study explains how KFC, the fast food chain, created an online platform for good deeds aimed at teens in Thailand.

KFC: Teens like good deeds

Vanich Jirasuwankij, Nuntaporn Laoruangroj and Chanya Sutthienkul

Campaign details

Brand owner: Yum Restaurants International (Thailand)Lead agency: Ogilvy & Mather ThailandBrand: KFCCountry: ThailandIndustry Restaurants and takeawaysChannels used: Content marketing, Earned media, buzz, Online video, Outdoor, out-of-home, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive summary

In an effort to maintain snack-category sales and brand value among the increasingly important, 'recession-proof' teen demographic in Thailand, KFC found a way to connect to their adolescent lives without alienating the brand from their...

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