2020/2021 Winners & Shortlists

Background

With Valentine’s Day becoming increasingly a cultural moment in the region that audiences connect with, especially our youth target audience, KFC wanted to reach out to them but not the typical audience brands speak to in this occasion, but instead we have realized there was a whole demographic of single people that brand tend to ignore as they might be irrelevant, those are the people we wanted to speak to as they are being left out. Our objective was to stay true to our audience in our communication and speak to them in a voice they would relate to. Our goal was to drive brand awareness and brand love effortlessly using the casual tonality of the messaging.

Describe the strategy

Our strategy was to speak to the youth; those who were single on Valentine’s Day. We targeted them based on their facebook relationship status and by using social listening. We responded to people who posted anti-valentine tweets and posted anything using #lonely.

Describe the execution

Owing to a minimal budget, we executed the entire campaign in-house. Our campaign launched 4 days before Valentine’s Day and ran only on Social media. We have targeted people on Facebook & Instagram with 5 unique assets with each asset communicating a different scenario that single people miss out on during Valentine’s Day (Holding hands, Cuddling, Peck on the Cheek & A kiss). To extend the experience beyond the social platforms, we’ve transformed the KFC website to include the meal’s and a bit of rebranding to show that there is a place for singles on Valentine’s Day. We reached out to people in UAE, Qatar, Kuwait, Bahrain, Oman & Lebanon.

List the results

KFC reached 2.6 million people for Valentine’s day across UAE, Kuwait, Bahrain, Qatar, Oman, and Lebanon, in just 4 days. More than visibility, social content generated more than 20,000 qualified clicks to website, increasing the conversion rate by 15% which proved that people were definitely feeling the love for KFC this Valentines. Generating footfall as well, more than 30,000 people who've seen the content walked into a KFC restaurant. The Cost per store visit was 42% lesser than usual.