CLIENT: CAMPAIGN: KFC SOUTH AFRICA KFC BLACK FRIED DAY SOCIAL MEDIA AS THE PRIMARY METHOD OF COMMUNICATION (BEST USE OF SOCIAL TO LEAD A PROGRAMME)
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CLIENT: KFC SOUTH AFRICA
CAMPAIGN: KFC BLACK FRIED DAY
CATEGORY: SOCIAL MEDIA AS THE PRIMARY METHOD OF COMMUNICATION
(BEST USE OF SOCIAL TO LEAD A PROGRAMME)
PLANNING:
We needed to drive positive brand sentiment and entrench the new brand
positioning with our fans, which meant that we weren’t going to do Black Friday
just like everyone else, we were going to do it our way, the KFC way, the truthful
STATEMENT OF OPPORTUNITY: way and with utilising BIG DATA to our advantage!
Times are tough in the current economic climate, and people have less money We worked closely with the digital creative team to create content that would
for luxuries like fashion and technology. We also know that the general speak to our audience individually and personally. We then set up a real-time
sentiment around “Black Friday” related campaigns, both online and offline, war room equipped with eight monitors to track our online activity across all
often pivots toward the negative for many reasons. Consumers can become social media platforms; the website that the social media ad units and emailers
outraged at brands with poor discounts, misleading offers/specials, were directing to for up to 80% off on KFC vouchers; as well as our social-
malfunctioning online e-commerce sites and more. listening tools.
As a QSR (Quick-Service Restaurant) brand, KFC wouldn’t have an obvious role
to play in the spirit of Black Friday but BIG DATA and analytics proved
otherwise. KFC isn’t a purchase consumers would traditionally be interested in
when considering the other more conventional Black Friday categories: fashion,
household, travel, groceries, tech etc
RESEARCH:
The research was an important tool in making sure that the campaign got the
desired results. Using our social-listening tool, Netbase, we were able to actively
listen to what consumers were saying about historical “Black Friday”
experiences and how they were anticipating their experience on 24 November
2017. Adding to this, being able to actively listen to what KFC fans and non-KFC
fans were saying on social media about “Black Friday” allowed us to come up
with a plan on how we could intercept the Black Friday conversation without
having to waste any media budget on a fancy promoted trend or joining the
social media “Black Friday” shouting competition with other South African
brands. This was central to the success of the campaign because, essentially,
we allowed South Africans on social media to lead the Black Friday conversation
while we rewarded them for doing so.
The gathered data from the findings was deciphered into the keywords needed
to track consumer habits online – both leading up to Black Friday and on the day
itself. The data had revealed a set of categories with multiple keyword strains
per category, which was used for real-time reactive social-listening.
COMMUNICATION OBJECTIVES: The truth is, we could do #BlackFriday just like everyone else. We could also give great discounts on great-tasting fried chicken, but honestly, why would we do that when we would rather reward our fans for doing something a little easier and less stressful for Black Friday? To create a breakthrough campaign, we needed to be a brand that listened, a brand that put our consumers’ needs at the heart of our brand and to drive real brand love through real-time social listening and by letting social-media consumers drive the #KFCBlackFriedDay conversation on the biggest shopping day of the year, without even knowing their conversations were open-source data. TARGET AUDIENCE: For our social-listening campaign, we used all our data and keywords to find fans who were talking about Black Friday, and responded to more than 40 fans individually with personalized creative. Every individual who got a personalized tweet was also given a KFC voucher (wi-code). But we also had one insight that would take it to the next level! We knew that some people get discouraged when they don’t get the item they really wanted on Black Friday, so we created a line of limited-edition KFC shirts that were given to a limited number of people along with their vouchers. When an individual received their personalized, tweeted response, what they saw was our high-fashion animated parodies. For eight hours, we activated multiple responses with real-time quick turnaround by enlisting the help of four creatives, six social-media specialists, media personnel, and strategists along with three client representatives, who performed on-the-go approvals to ensure timeous responses. CHANNELS OF COMMUNICATION: A call-to-action post was shared the day before Black Friday to encourage fans to look out for KFC’s #KFCBlackFriedDay campaign, where they could get 80% off their next KFC meal. To accompany this call to action, a Facebook canvas post was published (the first of its kind on our page). This was an interactive piece of content that allowed fans to select items they would like to receive on Black Friday, making the online and offline queuing a little more entertaining. Twitter was predominantly used for the social-listening and Facebook used to drive to the campaign page.
EVALUATION
Over one day, we personalised more than 40 videos, GIFs and static
responses for Twitter fans! The reason 40 is quite the accomplishment that
during the benchmark KFC Burritos social-listening campaign we activated in
2016, we did 36 personalised videos in a month. Here, we smashed that record
in just ONE day!
During the campaign period, Twitter social-listening responses gained 8 791 847
UNPAID ORGANIC POTENTIAL IMPRESSIONS and 12 635 ENGAGEMENTS.
We remained the number-one South African QSR brand on social media (Africa
Brand Index) with a positive 100 Net Sentiment throughout the day, which
means we achieved our objective by turning a negative sentiment into a positive.
OVERALL, the campaign generated the following results over just two days!
10 182 700
IMPRESSIONS
100
NET SENTIMENT
RESEARCH EXECUTION
Our campaign concept parodied the Black Friday madness by cheekily stealing
visual cues from tech and fashion retailers such as Takealot and Superbalist.
The response was amazing! Not only did the recipients love the personalized
responses we had taken so much care to produce, but other people loved and
shared them too.
288 135
Beyond that, the campaign did so well that we extended our social-listening and ENGAGEMENTS
voucher giveaway to Cyber Monday. We activated the conversation through
#KFCCyberMunchday, where we gave away more personalized responses and
limited-edition shirts.
EVALUATION CONTINUED… What made the Response Campaign a success was that it was a campaign personalised for each individual and that everyone could relate to. It was about deepening the communication and relationship the brand already had by not buying into the Black Friday hysteria, but rather being light-hearted about it. The key was always to create quality content more than quantity, and to put a smile on KFC fans’ faces, without disqualifying non-KFC fans from feeling the brand love. CREDITS • Mid Creative: Natasha Fourie | Georgina Katz | Marina Leroux | Pooja Morar • Social Media Community Manager: Refilwe Pitse • Social Media Manager: David Mkwanazi • Senior Social Media Managers: Nonkululeko Hlatshwayo | Vusi Mbatha • Social Media Account Director: Kirsty Ballard • Creative Director: Anneke Jacobs • Digital Account Director: Michelle DeVilliers • Project Management: Vernessa Sambo • Strategy: Matt Rose & Kirsty Ballard • Analytics: Joseph De Bruyn • Client: Ben Schoderer | Hollie Hepburn | Lebo Sekere
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