KFC starts a cult to promote its new Fried Chicken Sandwich
The Opportunity
KFC was releasing their new Fried Chicken Sandwich and they wanted to spark a wild frenzy on TikTok to promote the product in a way that felt native to the platform and their signature brand voice
The Problem
In 2020, the “Chicken Sandwich Wars” was in full swing. To compete wth Popeye’s and Chick-fil-A, nearly every single QSR chain came out with their own version of a Fried Chicken Sandwich.
The Insight
At the time, creators were starting fictional cults on TikTok rallying their followers to troll other creators, change their pfps, and “go to battle” against other cults.
These faux cult leaders were more influential than the biggest influencers on the platform
The Solution
Start KFC’s own Chicken Sandwich cult.
Led by the cantankerous grandma @LiliHayes, we launched a multi-phased rollout of “cult” videos by recruiting the top creators on the platform to generate chaotic hype around KFC’s new Chicken Sandwich.
The Results
221 Million Views
13.8% Click through rate
24.7% Ad recall
KFC sold out of their Fried Chicken Sandwich across the US
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