KFC Trolls the Internet with Innovative Facebook Video Campaign
Fast food restaurant chain KFC worked with Adaptly and media agency Blue 449 to launch an innovative Facebook ad campaign that successfully trolled the internet while parodying healthy-living bloggers and their followers. In reality, the prank “clean-eating” campaign aimed to launch another, much more KFC-like, menu item, and was based on an alleged consumer fatigue around the current clean eating trend and its dominance amongst influencers and on social media.
KFC was looking to solve a lack of emotional connection with its target audience, while launching the new and seasonally-available Dirty Louisiana burger in the UK market and boosting sales.
During the course of the campaign, ads reached close to 7.1 million people but due to it going viral, organic reach figures came to an impressive 22.7 million. The grand finale video, featuring the real menu item announcement, garnered a total of 4.8 million views, 16,000 shares, and 53,000 comments. The campaign came in at a CPV 50% below the brand’s 2016 average. It beat CPCV goals by 76% and the view rate of 26% was 109% better than the average 2016 figure. The Dirty Louisiana burger sold out entirely before the campaign had ended and as a result, the team was able to discontinue activity earlier than planned, decreasing total campaign spend.