How KFC stole a burger-march on McDonald's using real-time data

This case study describes how KFC Malaysia, a fast food chain, promoted its new burger by using real-time data to create and distribute content to its target audiences.

How KFC stole a burger-march on McD's using real time data

Campaign details

Brand owner: QSR Brands (M) Holdings Sdn BhdLead agency: Ensemble WorldwideBrand: KFCCountry: MalaysiaIndustry Food industry (general)Media: Internet - search, Newspapers, Social mediaBudget: Up to 500k

Executive summary

Getting millennials to try KFC's burgers has been difficult, with McDonald's dominating brand love. KFC burger innovations were not attention grabbing and the brand was not "I'm lovin' it" hip. KFC wanted to change that with the launch of their Hot & Cheesy burger.

Malaysian millennials form...

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