Malaysian Media Awards Winners Showcase

2016 | |

How KFC engaged Malaysia’s ‘skip generation’ using programmatic technology

Brand: KFC
Creative Agency: -
Credits: -

The Challenge
It’s been difficult for KFC to get Millennials to try their burgers, with McDonald’s dominating brand love. We needed to do something different with the launch of the Hot and Cheezy burger.

Insight, Strategy and the Idea
Malaysian millennials have a short attention span, and will skip YouTube pre-rolls after the 5-second countdown. Using programmatic technology to create and distribute brand messaging in a millennial-relevant manner, we developed a campaign that ‘clicked’ with the younger generation. Our idea: A Hot & Cheezy burger who flirted with Malaysians on YouTube by spouting cheesy lines related to the video currently being watched.

Media Execution
Using data supplied by Google, we create about 10-20 micro videos a week to mirror the top 25 trending videos across 10 categories on YouTube. Over 100 videos were created! We leveraged on the most popular trending video searches like Adele’s Hello, Lee Chong Wei playing against Chen Long, dialogues by Southern Indian star Rajinikanth, cute cat videos, and more. On Facebook, Hot & Cheezy also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC page. Hot & Cheezy also appeared on Tinder. Matches led to a ‘date’ where big interactive screens allowed the public to chat live with our burger.

Results and Effectiveness
Millennials watched. Viewing completion rates touched 35%, breaking Google Malaysia’s record. They shared. Despite it being a programmatic campaign, we managed to get on average, 4X more organic views that previous KFC Malaysia videos, some hitting as high as 37% organic views! They visited. 13% more customers visited KFC during the campaign, the highest in 40 months! KFC’s TopofMind recall increased by 45% to 62% from October 2015 to December 2015, the highest ever! More importantly, they bought. Sales increased by 16% week-on-week, and outperformed targets by 50%! This campaign was awarded Campaign of The Year by FOMA.