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: