2013 | Finalist | Best Use of Social Media
Advertiser: QSR Brands (M) Holdings Sdn Bhd Brand: KFC Malaysia Creative Agency: Rally - division of IPG Mediabrands Credits: Rally — Derek Tan (Executive Director - World Markets, Asia), Yvonne Lau (Communication Strategist), Angelyn Soh (Social Media Specialist) / Universal McCann — John Woo (Assistant Manager, Content Services) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager - Marketing), Reem Shakira binti Aziz (Digital Executive - Marketing) / Monster Interactive — LV Chong (Regional Business Director), Erwan Emran (Account Manager)
KFC launched it’s global release of Colonel Sander’s lost recipes by distributing a coffee book to every country. The recipes contained non halal ingredients and could not be distributed openly. With limited budget, KFC Malaysia had to create an impact to coincide with the global launch yet observing the sensitivities.
We understood that Malaysians love free stuff and to be part of an exclusivity global community. Media agency recommended to select 20 recipes from the book, decided to empower the community to earn and share the top secret recipes, and wear it as a global badge of pride. Seeding the recipes as long lost original recipes from a global icon, we decided to created content that centered around creating talkability and ownership over these recipes.
We built and seeded Colonel Sander’s original recipes into desired and sought after staples that only the KFC community could unlock on Facebook. Only those belonging to the fraternity of KFC could unveil the details on social media and by sharing, elevate their status as an KFC custodian of a global icon’s secrets. The exclusivity recipes were only awarded to the deserving fans who earned it through ‘social currency’ of shares, likes, comments and posts.
The social seeding created ripples of conversations with over 1,823,859 impressions and 116,844 fans joining the KFC Malaysia Facebook community. Colonel Sanders secret recipes garnered 8,174 downloads of recipes and over 473,895 social currencies exchanged in just 4 weeks! Brand mentions increased by over 218% with zero media investments.