Campaign details

Brand: KFC
Brand owner: QSR Stores Sdn Bhd
Lead agency: Reprise
Contributing agencies: Naga DDB Tribal, Universal McCann
Country: Malaysia
Industries: Restaurants & takeaways
Media channels: Merchandise & free gifts, Online video, Social media, Television
Budget: Up to 500k

Executive summary

Everyone loves a good David vs. Goliath story, and in 2017 KFC needed to go head to head with burger monolith McDonald’s for the launch of the KFC Zinger Double Down. But it wasn’t going to be easy to lure millennials into KFC – they were less receptive to invasive ad formats and simply preferred the hipster cool McDonald’s.

So, KFC turned to data to lead the way.

Using social listening, the brand analysed brand and competitor conversations to understand the kind of conversation millennials were having. Through this clustering analysis, it mapped out opportunities to join the conversation and engage with millennials on a one-to-one basis. All these categories and sub categories were updated in real time to ensure that they engaged with the most relevant conversations while the interest and excitement was still burning.