The objective:
KFC wanted to celebrate their community that had helped The KFC Foundation raise over £3 million for Comic Relief and awareness of the amazing work they are doing, supporting grassroots organisations that empower young people across the UK, helping them to fulfil their potential and build a positive future. Mindshare and KFC united with WeAre8 to help them reach a wider audience, changing perception and driving consideration... and together join the Finger Lickin’ Good-ness!
The solution:
WeAre8 is uniquely able to deliver an unmissable, planet-friendly video strategy with fully completed video views and bespoke insights to cement the key campaign message. This transformational opt-in ad experience meant together, Mindshare and KFC were able to assess the attention and intention of WeAre8 Citizens throughout the campaign. Through the clever phasing of questions, they tracked their thoughts and opinions at the moment that they were most engaged. As a result, KFC increased awareness of their partnership with Comic Relief, while also highlighting that (as obsessed as they are with their golden, mouth-watering buckets of goodness) KFC is on a bigger mission.
The results:
KFC’s campaign had a significant impact on brand perception and engagement:
12%
clicked through to learn more about The KFC Foundation
3/4
were not aware 5p from every sharing bucket is donated to Comic Relief until now
87%
said they were 'likely' or 'more likely' to eat at KFC in the near future as a result of watching the ad on WeAre8
92%
opt-in rate
4%
increase in brand awareness
100%
of digital media carbon neutralised in partnership with Ecologi
