Campaign details
Brand: KFCAdvertiser: Yum!Agency: Bartle Bogle Hegarty
Introduction
This is about how KFC ripped up the platforms' own rulebooks on how to use social media, and in doing so transformed social's commercial impact.
Best practice rules on social weren't working for KFC. So rather than continuing to follow them, we decided to break them.
We shifted the role of social from extending reach and frequency to creating fame.
In order to create fame-driving work we used data to identify topics of cultural relevance. These insights fuelled our creative approach to promote two products...