Finger C'lickin Good: How KFC broke the rules to sell on social

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Campaign details

Brand: KFCAdvertiser: Yum!Agency: Bartle Bogle Hegarty

Introduction

This is about how KFC ripped up the platforms' own rulebooks on how to use social media, and in doing so transformed social's commercial impact.

Best practice rules on social weren't working for KFC. So rather than continuing to follow them, we decided to break them.

We shifted the role of social from extending reach and frequency to creating fame.

In order to create fame-driving work we used data to identify topics of cultural relevance. These insights fuelled our creative approach to promote two products...

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