Campaign Objectives & Challenges
KFC has over 5,800 stores across China. This sounds like a lot. But with a population of 1.39 billion, China only has one KFC store for every 240,000 Chinese people. With China's sky-high rental costs, how was KFC able to open more stores to sell to more Chinese consumers?
During Christmas festive season, KFC opened annual Christmas Fried Chicken Shop integrated online and offline to establish KFC's Christmas Season campaign as a brand asset which enables every consumer of KFC to be the content creator for the brand, eventually drives sales.
Business Consultancy, Insights, Strategy & Idea
KFC's target consumers are aged between 20 to 27 years old. They are digital natives and active on social media. KFC leveraged the WeChat platform to effectively engage with these young people and raise awareness for the 'KFC Christmas Fried Chicken Shop' campaign.