The big idea was to draw attention to “Parmak Is?rtan Lezzet” slogan through social media messages full of spelling errors of people who bit their fingers because of the KFC taste. For “Parmak Is?rtan Lezzet” slogan’s digital launch campaign, we decided that communication in social media, which is the most heavily used channel of fingers, would include some correct consumer insights.

We started out with the objectives of announcing KFC’s new slogan “Parmak Is?rtan Lezzet” to the maximum amount of people, creating an influence in social media and making people talk about it.

With KFC lovers, we thought about what would happen if, in a moment when KFC’s social media accounts manager gives his fingers the freedom they deserved, he really bit his fingers in an instant. And we started to write tweets full of spelling errors from KFC’s Twitter account in the very first morning of launch campaign.

With a communication strategy that would only last for 1 day; we started a movement including some influencers we had concurrently arranged and this movement was named as “12th January, Day of Internet Influencers with Bandaged Fingers”.

KFC Turkey started the movement by writing a tweet full of spelling errors. Just after that, tweets with spelling errors (because of their bandaged fingers) of Internet influencers including Berkcan Güven and Oha Diyorum Ekibi, suddenly became the most talked-about phenomenon of the day.

By 19h33, #ParmakIs?rtanLezzet entered Twitter Trending Topic List on the 9th row. Within an hour, it reached up to the 2nd row and the brand’s new slogan became the most talked-about phenomenon of the day.

• Compared to a normal day, the number of instant visitors of the website increased by 138%.

• compared to a normal day, website sales figures increased by 48%.

• #ParmakIs?rtanLezzet reached up to the 2nd row organically and succeeded in staying in the list for over 3 hours.

• #ParmakIs?rtanLezzet reached over 27 million views in 1 day.

• Over the course of 24 hours, more than 7,000 people talked about our campaign in social media, and 215,000 interactions were created.

• By a visibility rate of 45,39% according to Web Display reports, we overcame Turkey’s visibility benchmark (45%). Our CTR average was over those of Turkey’s benchmarks, both in web and mobile.