2012 Winners & Shortlists

Results and Effectiveness

Minimal spend on paid media helped us recruit additional fans, yet, leveraging on our owned and earned media helped us achieve a success story with great exposure! - KFC Arabia aimed at gathering 30,000 fans by the end of the campaign, yet, we have gathered over 50,000 fans in just 3 weeks, through a mix of awareness and engagement. - Fan engagement rate has increased by 400%. - Our reach has increased by almost 300% - Positive sentiment has improved, as well as our online Share of Voice throughout the duration of this campaign.

Creative Execution

We established a platform where fans can get informed and engaged with the latest FCB and football news, football being an extremely popular topic within the Arab youth. Our creative solution encompassed a mix of: - Owned media (KFC Facebook page, application around FCB), - Paid media (Facebook ads targeted to the most relevant audience interested in FCB and KFC), - Earned media (daily posts to fuel engagement as well as organic growth to friends of fans). Measurement of success - The number of new fans acquired, - The number of users who participated in the competition, - The fan engagement rate, - Sentiment analysis, - Online share of voice The viral nature of social media and our audience’s interest was the key to success. Fans kept on coming back every day asking for more information on FCB, on the competition, as well as on the prizes (original FCB merchandise).

Insights, Strategy and the Idea

Our objective was to strengthen KFC’s image and position it as the brand that brings the things Arab youth love closer to them. Research showed that FC Barcelona was voted favorite international club in the region and youth (Males 18-34) would dream of owning signed FCB merchandise. KFC was voted favorite brand by that segment as well. In order to build on the emotional link with the brand, we leveraged on the above insights to amplify on the partnership between KFC and FCB. We worked with a limited budget, and had to create content without the help of a creative agency. We wanted to create buzz and more active presence on the current KFC Arabia Facebook page. We created awareness and engagement through various scheduled KFC, FCB related posts. A trivia competition was also set in place; winners won the items that are dear to their hearts: Original FCB merchandise.