::KFC SOUTH AFRICA success story::
50 YEARS OF FINGER LICKIN’ GOOD
How KFC generated huge reach for their 50th Birthday celebration.
Objective
KFC generated huge reach and awareness for their 50th birthday celebration using a first-to-market 3D branded effect.
KFC has been in South Africa for 50 years and has around 970 restaurants across the country. The first KFC restaurant to open in South Africa was in 1971 in Orange Grove, Johannesburg. KFC’s Original Recipe® Chicken was first made by Colonel Harland Sanders in 1940 when he perfected his secret recipe of 11 herbs and spices at his restaurant in Kentucky. Today, KFC is the world’s most popular chicken restaurant, still preparing our chicken with the Colonel’s secret recipe to his exact standards. Every KFC restaurant follows the same global processes and procedures to make sure that our customers get great tasting food, every time.
KFC South Africa was celebrating their 50th anniversary, which was a golden anniversary so KFC reached out to the TikTok platform to create some sizzle and drive awareness for their 50th birthday by engaging and including the TikTok community in their Birthday celebration. How do we celebrate KFC’s 50th anniversary in South Africa we asked? They decided to use a 3D Branded effect on TikTok in South Africa. The challenge encouraged participants to celebrate with KFC by dancing to the official Birthday Anthem collaboration, The song ‘Masonwabe’, meaning “Let’s be happy” was produced by chart-topper Zakes Bantwini featuring leading vocals by the legendary Mafikizolo and of course, while using the Branded Effect #KFCTurns50
Solution
KFC Turned to the TikTok community. The TikTok challenge encouraged participants to celebrate with KFC by dancing to the official Birthday Anthem collaboration, dedicated to their 25 000 plus KFC team members across their 970 restaurants. The song ‘Masonwabe’ , meaning “Let’s be happy” was produced by chart-topper Zakes Bantwini featuring leading vocals by the legendary Mafikizolo and of course, while using the Branded Effect #KFCTurns50 on TikTok to generate huge reach and awareness for their 50th birthday celebration.
The effect was the first 3D branded effect on TikTok in South Africa and turned the user into Colonel Sanders. Launching the HTC with popular local creators and running TopView, ensured high engagement and boosted consideration and the demand they were after.
Results
KFC received overwhelmingly positive comments from the TikTok community with over 390K comments delivering joy and brand love supporting #KFCTurns50. This campaign also managed to gather impressive amounts of relevant content aggregated under the hashtag challenge page in comparison to other campaign activations.
The campaign was more than a flash in the fryer though, the humorous and engaging videos from creators totaled 168M video views based on 31K user-generated content videos. The outcome was a massive 11.5M total engagements. All this engagement from participants resulted in a +16% lift in the way the KFC Brand performed, +21% Life in purchase intent, and a final +18% lift in recommendation
And like 50 years before, a bucket of KFC will be there to bear witness where these stories are shared.
What a finger-lickin’ success!
Testimonial by Candice Rew
Managing Director, Bonfire Media Solutions.
%
Lift in product recommendation
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Lift in brand performance
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Lift in purchase intent
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