The Challenge:
As the leading QSR brand, KFC set an ambitious revenue benchmark at the start of 2022 to achieve 2.3 billion PKR, which is 58% higher than the previous year. This goal required improving ROI on ad spend and overhauling the overall platform strategy.
Insight:
A majority of our traffic was coming from search engines, which wasn’t our primary focus. The shift in focus has reflected positively.
IMPACT:
With the strategic improvements and a shift in focus, KFC’s revenues showed significant growth. By the end of 2022, KFC surpassed the previous year’s target of 1.45 billion PKR by 10% in September. It continued on a strong trajectory, setting a solid foundation for sustained success in the following years.
An opportunity that presented itself just in time for us to package as the novelist way to celebrate our workforce on Labor Day! Total Reach: 5 million Views: 542K Shares: 2000+ Positive Comments: 1.4k
Every year, brands commemorate Labor Day with a simple post of appreciation. A post doesn’t cut it for the staff on duty, dedicatedly serving people’s favorite meals in KFC restaurants. A stroke of luck in March brought Omer Ali aka Ibn-e-Ali to the management’s attention for his use of rap as a form of self-expression while going about his restaurant duties in a video that went viral overnight.
With Ali’s permission to use his Original rap, KFC highlighted one employee’s struggles from coming off the streets and giving him a space to outdo his own potential. That’s how Mad Mehnat came to life, ready to be served fresh to audiences on Labor Day. A stark increase in engagement and brand love across social platforms for creating a content piece which gives a fiery tribute to Pakistan’s labor.