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Top 6: May 29th 2024
Direct Marketing
KFC: The Social Fast Food Petition
Top 6: May 29th 2024
Challenge:
Crispy chicken skin has long been a cherished component of Thai snacking culture, looking further in social listening data, consumers have requested this specific from KFC. We designed a product based off our consumer's demand; however, we saw an opportunity in utilizing the social world for creating viral conversation across the entire nationwide. Idea: We initiated create a social petition, in the form of a social post, asking consumers if they were interested in fried chicken skin and setting a target of at least 10,000 heart reactions in the comments section. If the target was met, we promised to launch the product first in Bangkok. The response was overwhelming, with over 30,000 heart reactions posted (3 hearts per person), leading to a highly anticipated product release. A captivating phenomenon swept through the realm of social media, igniting an insatiable appetite for Chicken Skin among its patrons. As if by nature's design, prominent news sources and a diverse array of influential personalities joined the chorus, sharing their tantalizing encounters. Amidst the fervor, a chorus of voices clamored for the delectable creation, culminating in a staggering accomplishment - the complete sell-out of the product in a mere seven days. However, the immense popularity wasn't limited to Bangkok, as consumers nationwide demanded the crispy treat. This prompted us to expand the release and make the product available across the country.
Account Supervisor: Boonsita Pongpoolsuk Also best this week |
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