Going long in the attention economy: How KFC used long-form video to win back 16-24 year olds

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.


This paper shows how planning informed KFC's decision to contradict the overwhelming industry drive towards short-form content, with a long-form, high-quality, episodic, video series, resulting in their most successful digital campaign to date.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands