APPIES Winning Presentation: How KFC got customers craving for more

In its second year, APPIES Malaysia — organised by MARKETING Magazine — came back strong with a total of 17 awards handed out to the most effective campaigns in Malaysia.

In this series, we share winners’ insights, thought processes and how they went for a brief to award winning campaign. 

Kicking off, we put KFC’s ‘The Secret Lives of KFC Fans’ done together with its agency Entropia Global under the scope.

Presenting the campaign and its unique mechanics were Head of Digital Marketing for KFC Dennis Foo and Ramakrishnan, Partner at Entropia. 

“The Secret Life of KFC fans” was a unique campaign derived from data driven insight to address overall awareness of KFC delivery and increase online sales, enrich database acquisition and finally, how to drive operational efficiency during off-peak periods in a fast growing market space. 

Hyper targeting audiences based on the location of stores were equipped with delivery capability revealed ‘Craving Clusters’ — specific cravings different customers had but could not fulfil at physical outlets. Leveraging on database collection driven by tactical legs led to a creative solution being born. Using eight different KFC fan personas and the insights of their KFC cravings, eight unique characters were developed to personify these ‘cravings’. Dubbed ‘The KFC KAKIs’, they eight characters had become a staple part of online delivery conversations through eight short stories executed as shareable video content. The idea solved the business challenges for KFC delivery in a hotly contested market space.

Results of the campaign locked in over 5 million views on its video content, doubled engagement for KFC Delivery surpassing industry benchmarks, increased website traffic by 44% and online sales by 32.5%.

Check out their full presentation below:

 

 

 


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




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