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'.

Summary

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.

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