Campaign details
Advertiser: Yum! BrandsBrand: KFCAgency: Mother LondonCountry: United Kingdom
Objectives
Business objective: Get sales back to pre-crisis levels before the end of 2018
- KPI: Value sales vs. pre-crisis
Marketing objective: Recover the loss of customers due to the crisis before the end of 2018
- KPI: Penetration vs. pre-crisis
Brand objective: Boost brand perception that had been damaged as a result of the crisis
- Brand image KPIs: Impression, reputation, satisfaction
Comms objective: Generate positive buzz and conversation around the KFC brand
- KPIs: Attention, buzz, shares, comments, mentions
Creative work
There were four key...